28th April 2024, London: Some unleashed their inner animal, others chickened out, plenty ripped in. No one was (card)bored ascreative agency Fearless Union served up a bold flavour-fuelled spectacle this past Saturday as Peperami took over The Glades, Bromley, with a crowd-stopping giant cardboard box installation launching Peperami’s brand-new Chicken Tikka Skewers.
Shoppers were met with an unmissable surprise as the brand unveiled its cardboard-crunching stunt, asking: “Which chicken snack makes the rest taste like cardboard?” Cue clucking confusion and curious crowds with the answer hidden inside a giant, mysterious cardboard box at the heart of one of Greater London’s busiest shopping centres.
Then came the rip… Shoppers were invited to unleash their inner animal and tear into the towering mystery structure, revealing not just Peperami’s brand-new Chicken Tikka Skewers but a coop full of prizes, from branded merch to a whole year’s supply of skewers.
The activation marks the official launch of Peperami’s boldest move yet into the chilled snacks aisle. Its Chicken Tikka Skewers are packed with full-on flavour in a grab-and-go format, bringing the UK’s favourite curry-inspired taste to lunchboxes and snack times, anytime, anywhere.
TV personality and influencer Harry Aikines helped crank up the hype, dropping teaser clues in the lead-up and rallying fans to witness the big reveal. On the day, Harry was front and centre, quizzing the public, capturing reactions, and kicking off the first dramatic rip. And, of course, no Peperami launch is complete without a certain loud-mouthed legend. The Animal, the brand’s unfiltered mascot, made a surprise comeback, all meat, no manners – reminding the nation that when it comes to chicken, Peperami doesn’t just show up… it rules the roost on flavour.
The activation leads into a wider multi-channel campaign, supported by TV, digital, radio and influencer bursts throughout the coming weeks.
Mark Campion at Fearless Union, said: “Peperami doesn’t do quiet, so neither did we. This campaign was all about ripping into the chicken category with something bold, cheeky, and guaranteed not to leave you bored. From the cryptic teaser to the live unboxing chaos, every moment was designed to provoke curiosity, spark conversation and deliver flavour, both literally and creatively.”
Laura de Groot-Trivulzio at Peperami, said: “We’re playing the chicken game with the same unapologetic boldness that’s built our brand. Our Chicken Tikka Skewers don’t just taste better – they make the rest taste like cardboard. We haven’t just added a new snack to the fridge; we’ve made chicken the main event. And this is just the beginning, we’re here to shake up snacking for good.”
