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 9^th to 11^th. 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.

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LSI Netherlands BV – owner of the Peperami brand – and agencies TLC Marketing and Sense were crowned the big winners at The IPM Awards 2017, taking home the trophies for Brand Owner of the Year, Agency of the Year and the coveted Grand Prix Award respectively.

This year’s winners, which were announced at the IPM’s black-tie Awards Gala on Wednesday June 7 at the London Hilton Park Lane, showcased and celebrated the very best in creativity and effectiveness in the promotional marketing industry.

The evening commenced with opening addresses from Lord Black of Brentwood, President of the IPM, and John Sylvester, the IPM’s chairman and Chairman of Sodexo Benefits & Reward Services UK, while the host for the event was Strictly Come Dancing star, Claudia Winkleman.

LSI was named as Brand Owner of the Year, after collecting two Gold and two Silver trophies for its campaign linking Peperami mascot, the Animal, with the Angry Birds movie.

TLC took the Agency of the Year accolade, having picked up four Gold awards and a Silver for a range of different campaigns.

The Grand Prix went to ‘real world’ agency Sense for its #H2O activation, part of the ‘Discomfort Future’ campaign on behalf of The Economist. This saw potential subscribers offered free coffee apparently made from recycled water from a portable toilet, to highlight the issue of water scarcity around the world. It won two Golds and was selected by the IPM awards judges as the best of the best.

The picture above shows Sense collecting their award from Lord Black (left) and the evening’s host, Claudia Winkleman (right).

Other agencies celebrating multiple trophies at the IPM Awards 2017 included The Circle Agency, ZEAL Creative, Toucan and Brand & Deliver. Behaviour change experts 23red managed to pick up Gold, Silver and Bronze in the Not for Profit, Charities and Public Sector category, the second time the agency has achieved this impressive feat.

John Sylvester, Chairman of the IPM, said: “The IPM Awards celebrate outstanding promotional marketing from the very best UK agencies and underscore our commitment to supporting best practice, creativity, effectiveness and innovation. Our Awards are open to everyone in the marketing industry and this year it was great to see both some familiar faces and some newcomers amongst the winners and the audience.”

This year, winners of Gold, Silver and Bronze IPM Awards all qualify for entry into the IMC European Awards, and the IPM will be contacting agencies shortly to explain how to take advantage of this. John Sylvester observes: “The UK produces world-class promotional marketing campaigns, and we want as many of our winners as possible to enter the IMCs so we can underline our leadership in this vitally important sector of the marketing and advertising industry.”

Sponsors for the IPM Awards 2017 included headline sponsor Sodexo, Westfield Shoppingtowns, Sykes, Emirat, Whistl, Granby Marketing Services, Promotional Handling, i-movo, POD Staffing, Peazie and Pictures Experience.

A full list of this year’s winner can be found on the IPM website.

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Meat snack brand Peperami is running a spoof promotional campaign encouraging consumers in London and the South East of England to report potholes that they think need filling in, with backing from YouTube comedy star Jack Jones.

To kickstart the campaign, Peperami sent its brand character Animal onto the streets on London at the start of March to highlight potholes with flags and special warning tape.

The brand is inviting fans to join the ‘Peper-army’ by Tweeting pictures of potholes to its @Peperami account using the hashtag #HangryHole. They will be entered into a prize draw to win kits containing flags and cordon tape which they can use to highlight holes in their own neighbourhoods.

A spokesperson for Peperami said: “Peperami’s mission in life is to fill hungry stomach holes. However, there’s nothing we find more annoying than empty holes in the street and London is plagued with annoying craters. We reckoned it was about time something was done so we sent Animal out on the street to give the potholes a good porking!”

YouTube comedy star Jack Jones also got involved by going out on the streets of London offering the public “a good porking” – viewers can watch the reactions to him feeding their #HangryHole here.

The pothole activity was sparked off by a report from cycling campaign group Fill That Hole, which claimed 1,860 potholes have been reported across London in the last 12 months.

Peperami was acquired from Unilever by US meat snacking giant Jack Link’s for an undisclosed sum in May 2015. The brand is well-known for running a variety of promotional stunts over the years, including its 1998 ‘Fanimal’ campaign where consumers could win a talking, wriggling toy Animal that spouted rude football slogans, in reference to the World Cup being held in France that year. The campaign went on to win the Grand Prix at the ISP Awards in 1999 (now the IPM Awards).

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Meat snack brand Peperami has linked up with the new Angry Birds movie in an on-pack prize promotion with Angry Birds merchandise and weekend trips to Barcelona as prizes.

The UK campaign positions Peperami’s brand ambassador, the Animal, as ‘Official Stunt Animal of The Angry Birds Movie’, undertaking really dangerous stunts that even Angry Birds cannot do.

There are two Barcelona breaks to be won, one for a family of four and the other for two adults; both include various adventure activities, and the family trip includes accommodation in an Angry Birds-style tree-house hotel.

A new bespoke Peperami TV ad supports the partnership.

In addition, Peperami and the Animal also feature in Rovio’s classic Angry Birds 2 game where a Peperami-branded ‘spell’ can be called upon to defeat the Piggies. The TV ad can be viewed to earn extra lives. Furthermore, a new game, Angry Birds Action, launches on April 28th and consumers can scan a ‘birdcode’ from their Peperami packs to gain additional content and lives in this game.

The promotional period kicked off at the end of March and runs until June 30th 2016. There are two elements to the prize promotion, an instant win and a prize draw.

Entry to the prize promotion is online; consumers have to enter a code from their Peperami packaging and their contact details at www.peperami-angrybirds.com. 2,000 instant win prizes have been allocated according to ‘winning moments’, and entrants will be told immediately if they have won one. All entrants will be entered into a prize draw for the two holidays which will take place after the promotional period ends.

In the instant win game, prizes include The Angry Birds Movie keyrings, 3D Piggy Puzzles, tube scarves and drawstring bags. The prize draw prizes are one trip to Barcelona for a family of four, including flights, three nights in a luxury tree house, and an Adventure Forest stunt course, and a trip for two adults to Bareclona including flights, two nights at a luxury hotel and a flyboarding (water powered stunt surfboard) experience.

The Peperami brand was sold along with BiFi, a very similar product sold in Germany and other European countries, to US snack foods company Jack Link’s in April 2014. Jack Link’s will be running the Angry Birds promotion in 11 countries where it sells the product under either the Peperami or BiFi brand names.

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Peperami, the sponsor of the Professional Darts Corporation, is launching a dedicated social TV channel hosting behind the scenes content and social banter live from the William Hill World Darts Championships, which launches at Alexandra Palace in London this week.

There will also be a competition with a trip for two to Shanghai and a range of darts-related prizes on offer via a prize draw.

The second-screen social channel, Animal’s Arrows, was devised and created by Havas Helia. Launching today, Thursday, December 17th, the site will collate the best fan-centric content across Facebook, YouTube and Twitter. By dual screening as they watch the championships on TV, viewers will also get exclusive access to behind-the-scenes videos and photos on their mobiles.

Animal’s Arrows will feature live reporting by video journalists and bloggers from the Darts Championships, exclusive crowd footage, interviews with players and fans, fan fancy dress and lots more.

Peperami’s mascot, Animal – who will be making a daily appearance at the tournament – will also take over players’ social accounts. The resulting tweets and messages will be aggregated on Animal’s Arrows at peperami.tv/animalsarrows.

As well as darts chatter, there is a #WalkOnTheDartsSide social competition, celebrating the player ‘walk-on’. Followers are invited to name their would-be walk-on song for a chance to win. To enter, fans just need to tweet the song title to @Peperami or post on the PeperamiTV Facebook page using the hashtag #WalkOnTheDartsSide.

The most retweeted or shared entry wins the star prize – a trip for two to Shanghai, China plus seven nights accommodation in a 4 star hotel. In addition, there will be other random giveaways including signed dartboards, VIP tickets, and the chance to walk-on and play Animal at the Ally Pally final on Sunday January 3rd 2016.

Animal’s Arrows gives fans the chance to continue the banter beyond their TV screen and, for those without Sky Sports, get an entry point to all the action.

The four-week campaign aims to increase Peperami’s social reach, build its following, and make Peperami synonymous with darts.

Animal’s Arrows will also promoted across social media, in the PDC printed programme, on-screen in the Ally Pally auditorium, and on the PDC website.

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Peperami is giving fans a chance to win a Rolls-Royce by showing the world how they roll – literally.

As part of a Facebook and Twitter social media campaign to launch the new Peperami Roll, Peperami fans are being challenged to upload video or photos of themselves rolling in various situations, in response to a range of different challenges.

One entrant, drawn at random, will win a Peperami-branded 1972 Silver Shadow Rolls-Royce.

The three-week campaign was devised by Havas helia and kicked of this Monday (November 16^th 2015) with the release of a launch film featuring the Silver Shadow Rolls-Royce, which went out as a Sponsored Ad on Facebook as well as under the Promoted Twitter Trend.

Havas helia is also putting out four challenge videos featuring the ‘pro-Roller’ character, Rolland. He encourages fans to roll in a different location each time and post their video or photo to PeperamiTV, Facebook or Tweet with #HowIPeperamiRoll for a chance to win.

Pro-Viners, chosen for their large social following and appeal to our 18-34 year male target audience, will support each challenge video. Each pro-Viner will submit their own rolling video on their Vine, Facebook and Twitter with #HowIPeperamiRoll and call for others to get involved.

Peperami’s sponsored and organic social output will drive people to the campaign page, where people can watch Roland’s challenge videos, see the prizes, find out how to enter and view all the social activity aggregated in a visual feed.

Entrants to each of the four challenges have a chance to win various prizes, including darts tickets, a year’s supply of Peperami Rolls and ‘Let It Roll’ Prague festival tickets, flights and accommodation. There will also be random prize giveaways.

One person, randomly chosen from all the entries, will be crowned the ‘Ultimate Roller’ and will win the Rolls-Royce.

Pavan Chandra, Senior Brand Manager at Peperami owner, Jack Link’s, says: “We challenged Havas Helia to do something different to support the launch of the Peperami roll.  We wanted a punchy campaign that delivered great value and disruption and this campaign certainly delivers that.  When they suggested giving away a Rolls Royce I was scared, and that’s a good thing – boring creative doesn’t scare you!  It’s a great campaign and we look forward to seeing the results.”

Whoever wins the Rolls-Royce will have to posy on social media about their win and will also have to keep the Peperami branding on the car for at least 100 days. The prize does not appear to include the cost of having the car repainted to cover the Peperami branding.

Peperami Roll is a Peperami salami stick in a bread casing. The brand is now owned by US savoury snacks company Jack Link’s, which bought it from Unilever in 2014.

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