An iconic brand like Peperami with the indomitable 'Animal' as its spokesperson needs to be careful with marketing activity. Especially when it is under new ownership after 30 years in the Unilever stable.
Jack Links inc purchased the brand, factories and all staff in Autumn 2014 and wanted to make a big noise with its first on-pack promotion in May 2015.
Looking at the dual target markets of children and teenage to young adult men, it was felt that cinema offered the best incentive to attract these demographics and gave us a rich creative territory around which to base the offer. Supported with a TV ad and extensive digital and social activity, the promotion offered 250,000 cinema tickets to be won.
The sell-in has been phenomenal with retailers excited to see the Animal back on TV and shouting about his favourite meat-based films, The Lamb Shank Redemption and Steaks on a Plane!