How Peperami drew a crowd of six million to a salami-themed wedding
At The Drum Awards for Experience 2022, Forever Beta won in the Pivot Initiative category for its ‘Peperami Wedding’ campaign. Here, we find out more about what went into this successful campaign.
Peperamor? / Peperami
With Peperami being sidelined for other British snacks in recent years, Forever Beta was tasked with making the brand relevant again. Peperami’s mascot, the ‘Animal’ is meant to symbolize disruption, so it was important to highlight the disruptive nature of the brand for their target audience The aim? To encourage people to break away from tradition, not just in their eating habits.
Hear what the winners had to say about their award-winning work above.
If a brand wants to disrupt British traditions, what’s more, traditional than a wedding? Forever Beta decided to produce the first branded wedding in the UK. A genuine Peperami-themed wedding.
Forever Beta started by launching a nationwide search to find a couple crazy enough to hand their special day over to them, and after interviewing hundreds, the perfect pair were selected. Along with the selected couple and an army of wedding planners, they started the journey to the big day.
Every detail of the wedding was tradition-breaking and headline-grabbing, and the team started their social journey in the same way, engaging thousands of virtual guests.
After building the hype online through teaser videos, the big day finally arrived, and it was a spectacle of the unexpected. A special Peperami-draped venue delivered the brand's tone of voice to the last detail. Instead of an elegant yet tame walk down the aisle, the bride emerged through dramatic green smoke wearing a dazzling bespoke green dress that had the Animal printed on its four-meter train. Instead of a dignified bouquet toss, the bride launched a meat-packed bouquet from a brand catapult. Instead of a white-tiered wedding cake, the ‘Animal’ mascot was made of cake, in a cheeky pose. Food, drinks, canapes, everything was Peperami inspired. A completely immersive experience, into the world of the brand.
It was the most successful activation in the brand's history with more than six million impressions. The Peperami Wedding was the most talked about event of the UK summer, reaching national and international press and engaging with millions of people on social. The campaign also saw a 328% increase in engagement rate and 33% increase in spontaneous awareness.