Peperami tapped into the season of love with a 2018 integrated Valentine’s marketing campaign, positioning its new Beef Animal, mascot for its Peperami Beef variant, as the ultimate dating guru to help love-struck people across the UK reach their romantic potential.
The first element of the campaign saw the launch of an experiential activation at Westfield Stratford City from February 9th to 11th. Consumers were able to meet the Beef Animal in person and get romantic advice from him in his very own pop-up Love Grotto. Consumers also had the chance to win a range of Valentine’s Day inspired gifts, including bespoke Beefy Bouquets – limited edition floral bouquets crafted around the hero Beef Peperami.
To increase awareness of the Love Grotto, advertorial placements in The Metro newspaper positioned the Peperami Beef Animal as the nation’s agony uncle, dishing out his dating tips to readers and encouraging them to meet him in person at Westfield.
All activations were amplified online and supported by boosted content, ensuring the target audience of 16 to 34 year old males was reached across multiple touchpoints.
Beef Animal ‘created’ his very own romantic Spotify playlist to put the nation in the mood for love on Valentine’s Day, and also featured in his very own music video. Designed with social share-ability in mind, the short video rolled out across all social and digital platforms.
To broaden the audience reach, Beef Animal was active on a popular dating app, allowing singletons to swipe right and ask him for some words of wisdom.
Pavan Chandra, Marketing Manager at Peperami, says: “The Peperami Beef variant has been a great success since it launched last year, and what better time to celebrate the nation’s love of Peperami than Valentine’s Day! This will be the first-time consumers will be meeting and engaging with the Beef Animal character, so we’re eager to see their reaction to the newest member of the Peperami family. Launching Beef, one of the most protein rich meat snacks in the chilled category, has resulted in the successful recruitment of more new shoppers – younger males – and we’re hopeful that this integrated marketing campaign will encourage even more millennials to enter the meat snacking category.”
The 360° campaign has full press office support, including a strategic influencer program, and will be amplified across the brand’s social channels.
The Peperami brand is owned by Jack Links, which (as LSI — Links Snacks Inc) was named as Brand Owner of the Year in the IPM Awards 2017, after collecting two Gold and two Silver trophies for its campaigns partnering its original Peperami mascot, the Animal, with the Angry Birds movie.