How they were getting left behind

Category growth was slowing, and Peperami’s long-held momentum was under threat. Fridge Raiders was closing the gap, innovation had become a commercial necessity rather than a nice-to-have, and the brand needed to reach a new generation of snackers without alienating its core audience. At the same time, Peperami faced the challenge of launching a new product into an increasingly crowded and cautious market.

How we pioneered a new solution

We built a halo strategy designed to do more than launch a product. By re-establishing Peperami’s most iconic brand assets, we used the strength of what the brand was already famous for to unlock where it needed to go next. Instead of treating innovation as a departure, we made it an extension by redeploying Peperami’s distinctive tone, energy and personality to sell the new chicken skewer range, not just pork sticks. We focused on one brand with a bigger appetite for broader relevance.

How it impacted the business

For reasons of client confidentiality, we can only present a limited amount of detail here. What we can say is that the campaign’s success significantly boosted both sales and category growth. Marketing-attributed sales surged dramatically, with overall growth strongly outpacing the category, exceeding its set ROI target.