While Animal, revived in 2024, made Peperami a family lunchbox staple, the brand is picking up on the recent protein-dried meat trend, to appeal to a younger audience of 18 to 25-year-olds – using an emotionally driven storytelling style featuring humour and attitude.

The platform taps into a generation navigating an uncertain world – ambitious but facing real barriers – and encourages them to embrace a more fearless, unapologetic attitude, rooted in Peperami’s irreverent and anarchic DNA.

The hero film was directed by Chris Balmond of Arts & Sciences.

The campaign is vast – 150 pieces of content overall, beyond the hero film. This includes a social first-series, also starring Micah Richards, one of the boldest and meatiest personalities in football, as the World Cup approaches. Built around bold opinions, bigger energy and incomparable footie chat, and set inside a stripped-back Peperami world, Micah and co-host, influencer Specs Gonzalez, will react to fan-submitted questions and dilemmas, with Micah delivering bold and meaty solutions in his inimitable style. The series is supported by additional influencer talent, including two further creators, plus a steady stream of UGC and an always-on content layer designed to keep the campaign live and culturally relevant for six months.

Richards also features in shorter cut downs and social versions of the hero film. In one he is spotted in the queue outside the barbers, while the other has him actually getting himself a mullet.

The campaign will also feature a collaboration with Doritos, bringing together two brands in a partnership that celebrates bold flavour and cultural impact.

Karina Carrico, head of marketing at Peperami, stated, “This campaign is about taking everything that makes Peperami distinctive – its attitude, its irreverence, its boldness – and making it resonate with a new generation. ‘Be Bold. Be Meaty.’ gives us a platform to show up in a way that feels more authentic, culturally relevant and genuinely meaningful, connecting with where people are and how they’re feeling, while still staying true to our roots.”

Mark Campion, creative director at Fearless Union, added, “Peperami has always had this anarchic spirit, but the challenge, and the opportunity, was to evolve how that shows up. This campaign leans into a more real, emotionally driven world, without losing the brand’s edge. It’s still unmistakably Peperami, just told in a way that connects with where our audience is today.”

The campaign covers connected TV, digital, social and influencer channels.

Credits
Client: Peperami
Head of Marketing: Karina Mourtinho Carrico

Creative Agency: Fearless Union
Creative Directors: Mark Campion
Creative: Eddie Fisher
Planner: David Craft
Producer: Paula Mackersey

Media Agency: 7Stars
Production Company:   Arts & Sciences
Director: Chris Balmond
Producer: Giles Skillicorn
Editor:  Max Windows @ Stitch

Post-production: Post Office in Amsterdam
Grade: Patcharee Sa-ardkitinun @ Post Office 
Sound:  Markus Ffitch @ Bark Soho