Peperami

Question 1

What was Peperami’s main challenge?

Answer 1

• In 1987 the news suggested Peperami could give you salmonella
• Trial of Peperami with its reintroduction was at an all-time low
• Low penetration

Question 2

What were the 2 main objectives of a new Peperami communications campaign?

Answer 2

1) Increase trial rates

2) Increase purchase frequency amongst core users

Question 3

What steps did Peperami take to build its strategy?

Answer 3

1) Semiotic brand analysis: an psychological interrogation that uncovered insights. Peperami was both meat + a snack, two things that usually don’t mix
2) Confessional qualitative research: to uncover the consumer relationship with the brand (they consume it like a caveman)
3) Trialled 57 adcepts with 4 different voices with a focus group

Question 4

What was Peperami’s creative idea?

Answer 4

The creative idea centred on an animated Peperami character. A creature with an attitude whose antics embodied all the brand’s manic personality traits identified by consumers, wrapped up with an arresting, ontroversial and disarmingly honest endline ‘It’s a bit of an animal!’

Question 5

To make the loudest noise with the smalles budget, they had to go with the tactics of surprise, deception and suspense. What was Peperami’s Media Strategy?

Answer 5

1) Spend 75% of the budget in the first 2 weeks to create hype.
2) Withdraw from TV altogether to generate word-of-mouth discussion
3) Return to TV with a short ‘drip’ to remind audience of the TV ad for as long as budget would last (10 weeks)
4) Target single buying audiences 16-24 years old and programmes that are not ‘obviously’ for the youth, so as to not share SOV with PepsiMax, Sega and other young brands

Question 6

What were the results of the Peperami campaign?

Answer 6

1) It paved the way to negotiations to be stocked in dual sitings in groceries (tactically, a promotional boxes were placed on the deli countertop)
2) Market share increase of 90.4%
3) Penetration (growth) increased by 40%
4) NET effect: increase by 26.6% in sales volume
5) Brand awareness 62%
6) 87% Recall amongst 16-24 males
7) Brand popularity, interest and likelihood to try