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London food PR Agency Spider was tasked with helping to drive ongoing awareness of the new Peperami Beef variant amongst target 16-34 year old men with a creative, integrated and fearlessly disruptive campaign over Valentine’s Day.
Our response to the brief was to create ‘Beef Lovin’’ – a tongue-in-cheek Valentines campaign to help unlucky-in-love young Brits with relationship advice from our very own ‘love guru’, The Beef Animal. Consumers would find his suspect love advice unavoidable across multiple social media channels.
The Agency produced shareable content that made people laugh and feel positivity towards the Peperami brand. A takeover of all Peperami’s social channels by The Beef Animal ensured hilarious, engaging and shareable dating tips from the master of romance himself.
We knew the primary audience has an irreverent and risqué sense of humour so it was essential that we played to this…
Highlights from the campaign
• 1,013,803 post engagements
• 10,049 community members gained
• Activity drove higher penetration uplift (1.4%) on almost half the spend when compared to TVC (1.3%)
A big, beefy and horny campaign with massive depth and width across all channels…
