Unilever Bestfoods to revamp Peperami range

Unilever Bestfoods is overhauling meat snack range Peperami with the launch of new variants and a significant increase in marketing spend. It will include resurrecting the brand’s “It’s a bit of an animal” campaign.

The company plans to introduce up to five new variants of the snack, including a miniature Peperami and a version in a roll, and it is also renaming the spicy variant Peperami FireStick. The new products will be launched in stores imminently.

Unilever is understood to have significantly increased its marketing spend to support the new products. It spent &£96,000 on the brand last year.

The “It’s a bit of an animal” campaign was created by Still Price Lintas, now Lowe, in 1993. It featured an aggressive, animated sausage that encouraged consumers to eat it. The new campaign has been created by Lowe.

The controversial campaign had several executions, including one in which the sausage rubbed its head against a cheese grater and another in which a half-eaten spicy version shouted at a consumer to come back and finish it.

The brand has run limited advertising in recent years, although it has been involved in tie-ups such as Peperami-flavoured Mini Cheddars.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here