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Brief
Create an integrated campaign to right snacking wrong, through Peperami’s key summer sales period. Spider was tasked to get eyeballs on Peperami online, spark conversation, to hit punchy KPIs and achieve gold tier national coverage.
Approach
Developed an integrated campaign using high-profile talent within a video series, to drive trial of Peperami’s range.
To provide insight and a reason why, research was conducted to highlight that Brits snacks are renowned to be boring, championing Peperami’s range as flavoursome snack options.
Dubbed ‘Ban the Bland’, the video content series saw three famous faces take part in a unique food-based experiment that aimed to right British snacking wrongs.
Each episode within the series saw a superstar sit in the hot seat and take on the nations snack fails, capturing the celebrity’s reaction on camera
Big names including football star Rio Ferdinand, international singer Olly Murs and TV star and presenter Joe Swash took part and created their own snack solution using Peperami products.
Celebrities posting content on their own channels helped drive awareness of the brands micro-site (www.freepeperami.com) that offered consumers the opportunity to claim one free product from each range until the end of November.
Results
Widespread national and broadcast coverage, as well as multiple shares and engagement via social media channels. Overally the campaign helped Peperami grow significantly and consistently, allowing the brand to hit the £100 million mark at the end of 2021. It is now one of the UK’s biggest brands.
