8th May 2024, London: Peperami is back – and it’s got serious beef with bland chicken. In a new TV and digital campaign, Peperami doesn’t just step into the chilled aisle, it kicks the door off its hinges with full-throttle flavour and untamed energy.
Created by Fearless Union, the latest campaign unleashes Peperami’s new Chicken Tikka Skewers – a grab-and-go snack packed with bold, curry-inspired flavour. Hot on the heels of the unboxing stunt at The Glades in Bromley, the TV spot marks the wild return of Peperami’s iconic mascot, ‘The Animal’. Reimagined in glorious stop-motion, he crashes into a lifeless cardboard world in a riot of flavour, chaos, and full-throttle Peperami energy -waking up the nation’s taste buds in the process.
The film opens in a flat, beige cardboard kitchen where a cardboard man chews his way through some lifeless cardboard chicken snacks. His world? Tasteless. His snack? Bland chicken that tastes like cardboard. And like a spicy knight on a poultry-powered steed, ‘The Animal’ crashes through the cardboard on a mission to destroy bland. “Are you seriously snacking on cardboard?!” The Animal roars. “I don’t do cardboard.” A pack of Peperami Chicken Tikka Skewers blasts through the wall – one bite, and the world explodes back into full-colour flavour. Proving that not all heroes wear capes… some ride in on tikka-powered chaos.
The new work forms the next chapter in the launch of Peperami’s new chicken range, following a disruptive live stunt at The Glades, Bromley, where the public helped tear into a giant, unbranded cardboard box to discover the flavour-packed secret inside.
The campaign marks the next bold step in the evolution of Peperami’s iconic mascot, ‘The Animal’ since Fearless Union brought him back to life in their 2024 campaign. Reaffirming his role as the embodiment of full-on flavour, this latest outing amps up his chaotic, flavour-obsessed energy. Brought to life in stop-motion, the spot blends nostalgic craftsmanship with fresh, anarchic attitude – showing that ‘The Animal’ is as wild and unpredictable as ever.
And while the ad unleashes chaos on-screen, it leaves no mess behind – the entire cardboard world was dismantled and sustainably recycled after filming.
The campaign is rolling out across TV, social and digital channels from May 8th.
Laura De Groot Trivulzio, Marketing Director EMEA, at Peperami, said: “This isn’t just a launch – it’s a declaration. We’re entering the chicken game with the same boldness that has defined Peperami from day one. Our Chicken Tikka Skewers don’t just taste better – they make the rest taste like cardboard. This campaign let us prove it, with flavour, flair and a whole lot of fun.”
Mark Campion, Creative Director at Fearless Union, said: “We wanted to rip the lid off boring category conventions and bring Peperami’s spirit to life with a vengeance. By taking Animal back to his stop-motion roots and letting him loose on a world of cardboard, we created a taste-world metaphor that’s as disruptive as the product itself. It’s bold, mad, and totally Peperami.”
