Peperami credits influencer programme with double digit sales growth

Peperami, the UK’s No. 1 meat snacking brand, has announced it has seen double digit sales growth (19 per cent) thanks to its multi-channel marketing efforts in 2020. 

The success can be attributed to Peperami’s latest seven-figure campaign, dubbed ‘Love at First Bite’, that saw three celebrity singletons in September 2020 take part in a unique dating experiment to see if food really is the way to our heart.

Supporting the brands latest NPD, Peperami Chicken Bites, the video content series leveraged the brands communication platforms, connecting with its snack-loving audience.

With consumers unable to scratch their dating itch during the height of the pandemic, Peperami and its agencies saw this as the perfect opportunity to fill the Love Island shaped hole in the nation’s hearts. 

Each episode within the series saw three mystery cooks create their dish in the kitchen using the number one go-to dish on a date – chicken. The celebrity singleton tried each Peperami Chicken Bites dish and selected their date purely on how highly they rated the plate. 

World renowned boxer Anthony Joshua, radio and TV presenter Maya Jama and international popstar Lewis Capaldi took part in the content series. The tongue-and-cheek videos captured the celebrities and singleton’s enjoying the winning dishes and answering questions throughout their date.

Dreamt up by PR and digital communications agency, Spider, the campaign was also supported by media-buyers, 7Stars, and shopper marketing specialists, 1HQ.

Amplified through a plethora of PR tactics that delivered more than 500 pieces of editorial coverage, the content also appeared on the brand’s YouTube channel and social media platforms, including Instagram, Facebook, Tik Tok and Twitter.

Racking up a total of 8 million views across the video series, the activity delivered a total reach of 46 million people in the UK.

In addition, the brand saw a 12 per cent follower increase across social media channels, as well as an average engagement rate of 40 per cent on social media with celebrity content. 

Pavan Chandra, Head of Marketing at Peperami said, “Our mission was simple; deliver fame and drive footfall to store. We know our audience loves engaging video content and when fronted with talent that resonates with them, it’s a recipe for success. 

“It was not only of interest to us, but our audience, to see how important food really is when connecting with a love interest – and if it was love at first bite for our dating duos.

“We not only wanted to entertain but show the versatility and quality credentials of Peperami’s Chicken Bites, position the product as not only the perfect on-the-go, low-calorie snack that offers a protein boost – but a convenient cheat for mealtimes.

Chandra adds: “Although shining a light on our latest NPD launch, the ‘Love at First Bite’ campaign also had a halo effect on our other products –  adding more than 120-thousand-unit sales to our five-pack Original SKU.

“Thanks to multiple marketing touchpoints, we are pleased to say we’ve been able to welcome new consumers to the brand and increase penetration.”

As consumers seek out better quality and tasting snack products, Peperami will ensure its range is easily accessible, and will be investing in further integrated campaigns and a pipeline of NPD in 2021.


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