Peperami picks crowd source winners

Peperami, the Unilever owned snack brand, has chosen two ideas generated from its crowd-sourced advertising brief for its next campaign.

The ideas come from Kevin Baldwin, a copywriter from London, and Rowland Davies, an ex-creative director from Germany. They will be combined to form the brand’s television and print campaign, due to launch early next year.

The brand opened up the creative process for the ad campaign via crowd sourcing site, Idea Bounty, in August and offered a $10,000 (£6,000) prize for the winning idea.

By selecting two winners, Peperami has upped the cash prize to $15,000 (£9,000). It is the first time a brand using Idea Bounty has selected more than one entry.

Noam Buchalter, Peperami marketing manager, says: “We were so overwhelmed with the level of entries and range of high-quality creative ideas pitched for the brief that we found it impossible to pick one. We’re certain the two ideas will be a successful campaign for the Peperami brand and the legendary Animal”.

The decision to invite the public to pitch creative ideas ended Peperami’s 15-year relationship with advertising agency Lowe.

Baldwin has worked across a number of FMCG brands in the past 30 years while Rowland has been making TV ads for 20-years, and has also headed up his own creative agency.

Buchalter says that a large proportion of the entries via Idea Bounty came from “experienced creative professionals”.

The ad will be created by Smartworks.

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