Ammirati Puris Lintas is jumping on to the football bandwagon in
the run-up to the World Cup with a through-the-line campaign for
The pounds 3 million campaign, which consists of TV, press, postcards,
Website and sales promotion, is aimed at 15- to 35-year-old men who
enjoy the tribal bonding of football.
The campaign invites consumers to apply for a sound-activated Peperami
character by collecting packs of the meaty snack. The mascot is a 3-D
battery-operated figure clad in Union Jack pants. Fans are meant to put
the figure on top of their TV as they watch the World Cup - the louder
the cheering, the more the animated Peperami model becomes.
A 20-second TV commercial breaks next Friday to promote the figure,
running on national terrestrial and satellite TV. The film features
Peperami complaining that he cannot get a ticket to France. ’If only I
could get to France ... I’d give my right arm for a ticket,’ he wails.
He then tries to rip off his arm but, by mistake, pulls off the left one
and screams in frustration.
APL plans to back the TV work with two ads, which will appear in the
national consumer press. Both ads feature the anarchic mascot. One
reads: ’Peperami’s barmy army. Spicy, meaty, mad salami.’ The other
tempts: ’Come and get a mascot if you think yer ’ard enough’.
There will also be postcards in bars, cinemas, cafes and university
student unions. The Peperami Website is being revamped in time for the
promotion and the World Cup.
The full communication package from TV to Website to sales promotion was
created by the copywriter, Sam Cartmell, and the art director, Jason
Lawes. Media planning was through APL with buying by Initiative Media.