Member Article

Peperami announces major Tex-Mex marketing push

Leading meat snacking brand launches six-figure campaign to increase awareness and drive sales

16 January 2017. Peperami, the meaty snack brand owned by Jack Link’s, is today announcing a six-figure marketing campaign to support the 2016 launches of its Tex-Mex flavour and Snack Pack format while increasing awareness and driving sales.

The campaign, launching in mid-January, comprises of three main elements: a TV sponsorship and branded partnership deal with Comedy Central UK, a dedicated ad campaign, and the return of the Pork Tour sampling campaign. All elements are linked by the concept of “When hunger strikes, snack back” and will feature the ever-popular Peperami Animal and his mission of helping consumers defeat their hunger.

Starting from the 19th January through February, Peperami is sponsoring a number of late peak programmes on Comedy Central UK and Comedy Central Extra, including Impractical Jokers and South Park, as well as the whole of the channels’ stand up offering. Peperami idents will appear before and after each programme, as well as during ad breaks. To increase consumer engagement, Peperami has also worked with Comedy Central UK to create a TV ad that celebrates the partnership and gives consumers the chance to win a trip to New York City. Viewers can enter the competition via a Peperami branded competition page on comedycentral.co.uk.

Peperami is simultaneously launching an ad campaign with spots running on ITV, Channel 4, Channel 5 and Sky for three weeks from the middle of January. The ads, created by Thjnk Berlin, are based around the central concept of “When hunger strikes, snack back”.

January also marks the return of the Pork Tour – a guerrilla sampling campaign which will see the Peperami Animal and his Pork Truck popping up at various locations around the UK from January through to August.

A dedicated shopper marketing campaign will support all activity, aiming to further influence consumers at the point of sale.

Pavan Chandra, Senior Marketing Manager, Peperami: “Our Tex-Mex flavour and Snack Packs were exceptionally well received when it launched last year, and we’re looking to make even more of an impact in 2017. The Comedy Central UK sponsorship and branded partnership is the perfect fit for our target audience of 16-34 year old males, as is our humorous ad campaign. Keep an eye out for our Pork Truck in a location near you!”

Various agencies are involved in the campaign. Thjnk Berlin created the ads, while Spider PR looks after PR and social activity. Bugle Communications is running the Pork Truck activity, while Carat handled media buying. The Comedy Central UK sponsorship and branded partnership was managed by The Story Lab in collaboration with Sky Media, while the idents and partnership ad were produced by integrated creative agency Recipe.

With an RRP of £0.79 - £2.50, depending on the pack format, Peperami Tex-Mex will be available in all good retailers alongside the rest of the range (Original, Hot, Firestick, Wideboy). Snack packs have an RRP of £1.50 and come in both Tex-Mex and Original flavours.

This was posted in Bdaily's Members' News section by Hattie Coulter .