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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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