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Peperami brings Fanimal shouting football mascot back

Monday April 14, 2014 at 4:47pm
Peperami is bringing back its talking Peperami mascot in advance of this summer’s FIFA World Cup in Brazil – and from May 1st 2014, consumers can win one of 1,000 Fanimal shouting football mascots every day up until the end of June, using a simple text to win mechanic. The promotion is available on every product in the Peperami range and is a core part of a £3 million investment in the brand for 2014 Earlier this year, Peperami was sold by Unilever to US firm Jack Link's, along with the rest of its meat snacks business. Alec Mellor, marketing controller for Peperami, says: “The previous Fanimal promotions were hugely successful with sales showing a 175% uplift throughout May and June in 2010 and this year we’re certain that it’ll be even bigger and better. We’ll also be going back on TV between April and June to raise brand awareness, before we unleash the Animal on Twitter where he’ll engage with fans and offer a few meaty opinions.” Mellor adds: “We know fans will be stocking up on their favourite snacks and drinks this summer and by launching our Fanimal on-pack promotion, we’re tapping directly into this snacking opportunity.” This year sees the the 21st birthday of its iconic ‘Animal’ character, and one of the longest ever running UK advertising slogans, “It’s a Bit of An Animal”, with the new on-pack and with the launch of the £3m marketing campaign which is being spearheaded by a new TV commercial that goes live from 14th April 2014. The Peperami TV ad will run alongside VOD, digital and experiential activity. 2014 has already seen the activation of Animal’s very own twitter feed, @Peperami, as the brand connects with younger impulse snackers on social media, and social media will play a bigger role as the year progresses. As he watches TV from an armchair in official Doc Martens – Animal’s signature boots – a news report shows a sight familiar to most of us of salad and vegetables being thrown away uneaten. This triggers a stereotypical ‘Animal’ reaction which results in the character, revelling in his own comparative tastiness, shouting ‘I always get my five a day’ before chomping off his five juicy, meaty fingers. The ad closes with the famous strapline: ‘Peperami – It’s a Bit of An Animal’. This year’s ad features the voice talent of Enn Reitel, known for his voiceovers in the famous Spitting Image series, and in 2015 the brand will be launching a search for new comedy talent to work on more exciting Animal adventures to further build on the Peperami comic legacy. This year will also see Peperami unleash Animal on TV abroad for the first time, in Belgium and Holland under the BIFI brand.
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