Meat snacking brand Peperami has just launched its new ‘Be Bold. Be Meaty.’ brand platform.
Following the return of the iconic Animal character in recent years, Peperami is evolving its creative approach beyond its established role in family lunchboxes and the product-led work of the past two years, with a deliberate shift towards engaging a younger audience of 18 to 25-year-olds.
The accompanying campaign telling the story of a struggling young English barber who takes the bold and meaty step of giving sheep mullets to realise his business dreams.
While Animal remains part of the brand’s world, the new campaign signals a move away from previous campaigns towards “a more grounded, emotionally driven storytelling style,” it said.
With more than 150 pieces of content overall, the campaign is expansive and lives well beyond the hero film. It also sees Micah Richards, one of the “boldest personalities in football,” front a social-first content series set to drop as the World Cup approaches.
The series is supported by additional influencer talent, including two further creators, alongside a steady stream of UGC and “a content layer designed to keep the campaign live and culturally relevant for six months.”
It will also feature a collaboration with Doritos, bringing together two iconic brands in a partnership that celebrates bold flavour and cultural impact.
Karina Carrico, head of marketing at Peperami, said: “This campaign is about taking everything that makes Peperami distinctive - its attitude, its irreverence, its boldness - and making it resonate with a new generation. ‘Be Bold. Be Meaty.’ gives us a platform to show up in a way that feels more authentic, culturally relevant and genuinely meaningful, connecting with where people are and how they’re feeling, while still staying true to our roots.”
The campaign is live now across connected TV, digital, social and influencer channels.
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