Spider was briefed to come up with a disruptive brand awareness activity to grab both media and consumers’ attention.
Peperami Animal reckoned vegans lead dreary lives, denying some basic pleasures………such as the delicious taste and flavour of a good sausage or beef bar. Animal was determined to give vegans a taste of what they were missing….
To grab media attention, Spider conducted research which revealed that 25% of vegans and vegetarians secretly miss the taste of meat and almost a third still enjoy the tantalising smell of it.
Off the back of this, on 31st January, the last day of Veganuary, Spider let Animal loose onto the streets of London, where he toured the capital, pumping out the smell of meat from a van with two large billboards in tow which stated ‘No one says Vegans can’t enjoy the smell of meat’ on one side and ‘Only one day of Veganuary to go’ on the other. Pulling up at key vegan hangout spots across London, Animal mingled with the crowd handing out samples of the brand’s newly launched Beef Bar.
The one day stunt generated seven pieces of coverage including three national newspapers. While the campaign was also successful across social media with a reach of over 1.6 million and over 250,000 engagements generated.