Peperami is launching a new "Be Bold. Be Meaty." brand platform with a campaign telling the story of a struggling young English barber who takes the bold and meaty step of giving sheep mullets to realise his business dreams.
Following the return of the iconic ‘Animal’ in recent years, Peperami is now evolving its creative approach beyond its established role in family lunchboxes and the product-led work of the past two years, with a deliberate shift towards engaging a younger audience of 18 to 25-year-olds. While “Animal” remains part of the brand’s world, the new campaign signals a move away from previous campaigns towards a more grounded, emotionally driven storytelling style.
After a sheep tells him to “be bold, be meaty” while he is eating a Peperami, he has a pretty unconventional idea to promote his business – giving a flock of sheep mullets and turning them into moving billboards for his barbershop. As the message spreads on social media the rural outpost becomes an unlikely hotspot, drawing eager crowds from the city.
The campaign will also feature a collaboration with Doritos, bringing together the two brands in a partnership that celebrates flavour and cultural impact.
“This campaign is about taking everything that makes Peperami distinctive – its attitude, its irreverence, its boldness – and making it resonate with a new generation,” said Karina Carrico, the Head of Marketing at Peperami.