Peperami wanted to get coverage in the tabloid press through a
tie-in with the World Cup, while doing something different from a
straightforward ad campaign. The agency devised a series of one-off
media stunts and commissioned an actor to dress up in a costume of the
Peperami Fanimal character. Its first ’performance’ was at the England
team’s final training session before their trip to France.
The sausage managed to get coverage in a the mass-market tabloids plus
the Express, the Evening Standard and Sport First. Five other stunts
included ’Banks very much’, where the sausage met the sports minister
and asked for his World Cup ticket. All the events were filmed and
edited to appear on the Peperami website.
PLAYTEX
The stunt took advantage of Chris Evans’ declaration that he would be
’gay for a year’ by sending along a Playtex model to test his resolve.
This tied in with three separate Playtex launches and the stunt gained
column inches in the Sun as well as on Virgin Radio.
WINNER
Title: The daring exploits of an eight-foot sausage
Agency: Ammirati Puris Lintas
Media Director: Matthew Pitt
Media Planner: Mark Bowling
Executive Creative Director: Nick Welch
Account Directors: Anna Briggs, Chris Mather
Account Planner: Tim Browne
Client: Van den Bergh Foods
Brand/Product: Peperami
Marketing Director: Andy Duncan
Brand Manager: David Wood
COMMENDATION
Title: Playtex
Media Agency: Mediapolis Media
Account Director: Martyn Rees
Media Manager: Catherine Timberlake
Client: Playtex
Marketing Director: Vic Crawford
Media/Brand Manager: Melissa Tindiglia.
