Peperami is aiming to cash in on the growing number of motorists
who snack while they travel with its first campaign to appear on
The campaign, which will run in a selection of Elf’s ’le shop’ sites,
aims to reinforce the anarchic Peperami personality among its target
market of 17- to 24-year-old males. It does this through four different
’warning’ labels sited on the nozzles, each of which feature the brand’s
animated Peperami ’animal’ up to no good.
Each label is based on a well-known road warning sign, which has been
interfered with by ’animal’. In one version, for example, the warning
sign for an unprotected quay has been altered to show the Peperami
creature pushing the car off the quayside into the water.
In another, he is featured causing the landslide that appears in the
warning sign for rockfalls, and in a third, the sign prohibiting
vehicles has been altered to show him on a motorbike jumping over a car.
In the fourth and potentially most controversial execution, the animal
is seen kicking the old people on the ’elderly people crossing’ sign up
Written by Chris Wright and art directed by Jules Chalkley at Ammirati
Puris Lintas, the campaign was organised through Alvern Forecourt Media,
a company which specialises in advertising on petrol forecourts.
Running across Britain throughout April, the impact of the advertising
on sales in ’le shop’ will be monitored by Alvern. Guy Beresiner,
Alvern’s UK sales manager, said: ’Although it’s not meant to be a sales
trigger, we will be monitoring sales as a service to our clients.’