Peperami have dropped their Advertising Agency Lowe, who they have worked with for the last 16 years and are now asking us, the creative public to do their job! They are following the likes of Doritios and Pringles, whose recent campaigns have been consumer generated and for a reduced cost. Peperami want to take their advertising to the next level, with radical creative ideas that anyone can come up with and enter, for a chance to win.The Peperami campaign is using an online creative networking site, ideabounty.com, as the tool to getting creative talent involved. You simply register on the site and are given the brief to enter in for a chance to win $10 000 (£6,087) and see the campaign worldwide. The campaign is still focused around the 'animal' character, originally devised from Lowe.
Unilever have stopped their relationship with Lowe on good terms and were especially pleased with their work they have done for them over the years. They also have no intention of using this 'crowd sourcing' technique across any other of their brands currently, but want to still give out briefs to the public in this way for Peperami and not go back to using a retained agency.
To still keep the high-quality finished executions of their previous ads, Peperami will still be working alongside specialist agency Smartworks to create the winning work. This brief was open to enter from 28th August and is running till 23rd October...so why not give it ago yourself?!
Here's the cheeky/mad BBQ flavour Peperami Ad By Lowe London:
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