The move to crowd sourcing sees the brand parting company with advertising agency, Lowe, which has handled Peperami’s advertising for 15 years.
Peperami is launching the global search on Ideabounty.com, an online creative community, inviting people to submit ideas for the next press and television ad campaigns for the brand with $10,000 (£6,000) going to the best idea.
The campaign brief goes live on the site on 28 August (Friday) and the entry deadline is 23 October.
“It’s a test to see if it works for the brand with a long-term view to using it in future advertising,” says a spokesperson for the brand.
The brand wants to retain the iconic Peperami Animal character, originally created by Lowe in 1993, because it’s such a well-known and recognised part of the branding.
Noam Buchalter marketing manager at Peperami says: “We believe Peperami is a brand that deserves radical creative solutions and are confident taking our brief out to thousands rather than a small team of creatives will provide us with the best possible idea and take our advertising to the next level.”
When the finalist is decided, the campaign will be produced by specialist agency Smartworks.