Peperami reveals first crowdsourced TV ad after dropping Lowe

Unilever-owned brand Peperami has unveiled its long-awaited crowdsourced TV ad, which promotes the bitesize Nibblers range - watch it here.

The ad features Animal, the brand's famous character, who reflects on a day spent with his offspring, mini mischievous versions of himself.

A multitude of little Animals wreak havoc before the ad culminates in Animal being eaten by his children.

The strapline reads "Peperami Nibblers. It's little bits of an animal", referencing the established Peperami strapline "It's a bit of an animal".

The ad will first air on ITV1 during 'Coronation Street' on 23 August, with media planned and bought by Mindshare.

It was conceived and scripted by Rowland Davies, an ex-creative director from Munich.

Davies submitted a joint entry with Kevin Baldwin, a copywriter from London, who came up with a press treatment. This is not scheduled to run until late February depending on spend available. 

Last November the duo's effort was announced as the winner out of 1,185 entries to a competition with a $10,000 prize handled by crowdsourcing specialist Idea Bounty.

Peperami split with Lowe just before the competition launched last August, after a relationship lasting 15 years.

The ad was produced and filmed by BPL Marketing, which was called Smartworks when the winners were revealed.

Matt Burgess, Peperami managing director, said: "Peperami is a brand which is bold enough to experiment with new ideas and advertising techniques in an increasingly consumer-driven world.

"Today's consumers are looking for new levels of brand engagement and this experiment shows that for the right brand, such as Peperami, crowd-sourcing can be an excellent vehicle for creative consumer interaction."


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