Peperami is making a three-month appearance on signs in front of 200 indpendent newsagents, grocery stores and off-licences in the north east.
The signs are double-sided and feature the brand's animated Peperami character.
The humorous messages Eat Sweets and You're Dead' and Meat Shop' aim to persuade consumers to try Peperami instead of another snack.
"As an impulse product, visibility is key for driving sales," said a company spokesman.
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