Peperami has launched a new ‘Be Bold. Be Meaty.’ brand platform.

Following the return of the ‘Animal’ in recent years, Peperami is now evolving its creative approach with a deliberate shift towards engaging a younger audience of 18 to 25-year-olds. While ‘Animal’ remains part of the brand’s world, the new campaign signals a move towards a more grounded, emotionally-driven storytelling style.

The new campaign tells the story of a struggling young English barber who takes the ‘bold and meaty step’ of giving sheep mullets to realise his business dreams. As the message spreads on social media the rural outpost becomes an unlikely hotspot, drawing eager crowds from the city.

With more than 150 pieces of content overall, the campaign is expansive and lives well beyond the hero film. For example, it sees Micah Richards, football pundit and former footballer, front and centre of a social-first content series set to drop as the World Cup approaches.

Along with co-host, influencer Specs Gonzalez, he will react to fan-submitted questions and dilemmas. The series is supported by additional influencer talent, including two further creators, alongside a steady stream of user-generated content and an always-on content layer designed to keep the campaign live and culturally relevant for six months.

The campaign also features a collaboration with Doritos, bringing together the two brands in a partnership that celebrates bold flavour and cultural impact.

Karina Carrico, head of marketing at Peperami, says: “This campaign is about taking everything that makes Peperami distinctive – its attitude, its irreverence, its boldness – and making it resonate with a new generation. ‘Be Bold. Be Meaty.’ gives us a platform to show up in a way that feels more authentic, culturally relevant and genuinely meaningful, connecting with where people are and how they’re feeling, while still staying true to our roots.”