Peperami took over three of the capital’s biggest train stations - Waterloo, Victoria and Paddington - on Thursday (28 November) to provide samples of its new Beef Bar.
Available to convenience stores in a single 20g format (rrp 99p), the product is targeted at Peperami’s key demographic of males aged between 16-34, as well as families.
Each bar contains a blend of beef and pork, 5.2g of protein and 69 calories - designed to offer shoppers a snack to accompany a workout or an alternative to crisps and confectionery.
The launch will be promoted via an Augmented Reality (AR) interactive video at station concourses, supported by the giving away of around 15,000 samples to London commuters.
The AR experience will feature Peperami’s brand mascots: Animal, Chicken and Beef, and passers-by will be able to virtually interact with the three characters throughout the morning and evening rush hours.
Influencer and press activity will also roll out this month to reach more than 300,000 consumers and help drive sales and awareness of the Beef Bar for retailers.