Peperami has launched its latest marketing campaign, We All Go a Bit Peperami, which will see the iconic meat snacking brand invest £1.5 million in the activation to increase brand awareness and drive sales of Peperami’s latest products, Pizza Buns and Chicken Bites. Securing £1 million of prime advertising time across TV, Broadcaster Video on Demand (BVOD) and YouTube makes this Peperami’s biggest campaign in nine years, with the remaining spend being shared across social media and PR.
The TV ads will run for 15 non-consecutive weeks between June and October 2023, critically having run before the school holiday period and again airing in the run up to the back to school period. Featuring across a number of channels including Channel 5, Comedy Central, Film4 and E4, Peperami expects to frequently reach at least half of UK families. The all important ‘Back To School’ timing for Peperami, will put the popular lunchbox snack in front of consumers’ minds, as parents hunt for affordable, nutritional and varied lunchbox fillers.
The five new adverts are a step-change for Peperami, focusing on parents shopping for themselves and their children. Viewers will see the ads play during some of the most popular shows in the UK, including Gogglebox, Keeping up with the Kardashians and Hollyoaks. The TV adverts will form a series of short comedic spots, with both Pizza Buns and Chicken Bites featured in a fun, comical way, whilst being positioned as a snack for the whole family to enjoy.
Emily Prince, Marketing Manager at Peperami, says: “The back-to-school period is a key trading moment for many of our retail partners. The decision to broadcast our latest campaign across a mixture of channels, including traditional TV ads, allows us to reach a broad audience, raise awareness and drive people to our retail counterparts.
“While our core product range remains a firm favourite, we are proud to be leveraging this campaign to build further awareness and showcase our new product innovations, such as the recently launched Pizza Buns. Our Pizza Buns are a larger, more substantial snack, and are perfect for on the go snacking or creating variety in lunchboxes. Our Chicken Bites are packed with protein and are a perfect choice for fuelling the day for both children and adults alike.”
Peperami never shy away from attention-grabbing campaigns, with one example being the 2022 Peperami Wedding which snatched national headlines. What’s more, the brand has worked with celebrities including Maya Jama, Joe Swash and Olly Murs. In fact, the bold marketing strategies have been a contributing factor to the recently announced annual sales figures of £115m for Peperami in 2022 and have allowed the brand to retain over 85% of brand awareness within the market.