Peperami is entering into the World Cup spirit with an on-pack promotion to win a Peperami-shaped shouting toy, called a Fanimal. The promotion is being publicised in a campaign, developed by Lowe London and directed by Tony Barry. It comprises two executions in which the toy has been mistaken for food. In the first, "gran" a grandmother's stomach starts making noises and the football chant "you don't know what you're doing" is heard. In the second spot, a man pats his dog's stomach and the peperami voice starts shouting "Red card" and Peperami's barmy army chant. The ads end with the line "win it whack it just don't eat it", spoken by famous football voice Clive Tyldesley.