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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Peperami promotes Animal's beefier 'brother from another mother' in DOOH campaign

Peperami has launched a digital outdoor campaign to promote the beef variant of its sausage snack - 'Beef Peperami' - which was unveiled last year and is the first new flavourPeperami has released in over 10 years.

After a few years off, Peperami's veteran Animal mascot returned to screens this year with a slightly altered personality. Now, he's joined with 'a brother from another Mother.'

In comparison to Animal's hyper and explosive character, his 'beefier' counterpart is cool, calm and collected - with fantastic Cowboy footwear to boot.

The OOH campaign sees the Beef and Pork characters develop from a mere morsel of themselves into the full-grown tasty supermarket treats we see on shelves.

The campaign places two ultrasound screens side-by-side which highlights the differing personalities of the two snacks as they develop in the womb.

Animal is seen energetically attempting to escape the womb and even bestially tries to nibble through his own umbilical cord.

Beef, on the other hand, cooly sits back, more concerned with flexing and showing off his muscles, than attempting any elaborate form of escape.

The digital OOH campaign precedes Peperami's 2019 brand re-launch.

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