Peperami Chicken advert image

Source: Peperami

The ads used the brand’s ‘iconic green colour’, with a ‘new cheeky voiceover’, said Peperami

Peperami is teasing a brand ‘repositioning’ with the launch of a new campaign to promote its Chicken Bites.

The brand has launched a “six-figure” TV and YouTube campaign, which it said would precede a wider repositioning later this year.

The push centres on “funny snacking occasions” Peperami said reflected its “cheeky brand attitude”, targeting key audiences, including families and young adults.

The ads used the brand’s “iconic green colour”, but now included a “new cheeky voiceover”, which highlighted “a new state of mind from the brand”, it added.

The campaign debuted on YouTube yesterday (7 February) and will air on TV on Valentine’s Day (14 February). It will also be supported by social media activity.

Running across all platforms for a seven-week period, it aimed to “excite families and young adults” and encourage trial of Chicken Bites, said Peperami.

Peperami head of marketing Pavan Chandra said the new adverts rang true to the brand’s ethos, adding “they are cheeky, snappy, and enjoyable to watch”.

“We are consistently adapting to our audience’s needs and emphasising the specific snacking occasions where they can enjoy our product,” he said.

It comes after Peperami last summer gave itself a makeover in a bid to lure in “mainstream and younger” shoppers.

Speaking at the time, Chandra said that the refresh would help Peperami “stand out in the crowded snacking market”.

It proved effective – the brand grew value sales of its meat snacks by 20% to £99.2m in the 52 weeks to 11 September 2021 [NielsenIQ]. 

Last month it moved into chorizo, aiming “to recruit more adults into the meat snacking category”.