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 their ‘Peperami Wedding’ campaign. Here, we find out more about what happened in this successful campaign.


Peperamor? /peperami

The brief

With Peperami being sidelined by other British snack foods in recent years, Forever Beta took it upon themselves to make 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 its target audience. The objective? Encourage people to break with tradition, not just in their eating habits.

The idea

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 began by launching a nationwide search to find a couple crazy enough to deliver their special day, and after interviewing hundreds, the perfect match was selected. Together with the selected couple and an army of wedding planners, they set out on the road to the big day.

Every detail of the wedding broke with tradition and grabbed headlines, and the team began their social journey in the same way, involving thousands of virtual guests.

After generating buzz online through teaser videos, the big day finally came and it was an unexpected sight. A special place covered in Peperami delivered the brand’s tone of voice down to the last detail. Instead of a graceful but tame walk down the aisle, the bride emerged through a spectacular green smoke in a stunning green bespoke gown that she had Animal printed on her four-meter train. Instead of a dignified bouquet toss, the bride launched a bouquet full of meat from a branded catapult. Instead of a white tiered wedding cake, the ‘Animal’ mascot was made out of cake, striking a cheeky pose. Food, drinks, canap├ęs, everything was inspired by Peperami. A completely immersive experience, in the world of the brand.

The results

It was the most successful activation in the brand’s history with over six million impressions. The Peperami Wedding was the most talked about event of the summer in the UK, reaching the national and international press and engaging with millions of people on social media. The campaign also saw a 328% increase in engagement rate and a 33% increase in spontaneous awareness.

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing is currently open for entry. Find out how you can enter now.

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