It's been a decade since Peperami's iconic mascot, “Animal,” graced our screens, but the wait is finally over.
The anarchic sausage stick is back, and he's as cheeky as ever.
“It has been a long time. People change. The world changes. Things move on. Maybe I’m more mature. Better for my lived experiences…wrong. Jog on. I haven’t changed one bit. Oh, wait? I’m just tastier!” Animal told The Drum.
Peperami Banks on Nostalgia
Nineties Britain wouldn’t be complete without Peperami's Animal, an unforgettable presence in the world of advertising, together with its tagline:
“It’s a bit of an Animal.”
With his powerful presence and chaotic behavior, he was either loved or feared by audiences.
The character was created by London-based agency Lowe (now MullenLowe) and became an icon. The brand's mascot took center stage in most ad campaigns until 2014 Peperami was bought by Jack Links from Unilever.
A more modern and toned-down version of Animal started starring in Peperami’s campaigns in 2019 but was significantly different from the original.
After a 10-year hiatus, Animal has made his dramatic return in his true cheeky character through a series of ads that will soon grace British screens.
Research conducted by the meaty snack brand has found that 81% of adults in the UK still vividly remember Animal.
"He’s a very important brand asset and brings a lot of fun," said Emily Prince, Peperami’s head of brand.
"People love him. I was very clear that I wanted to bring him back."
“The Snack Wormhole” campaign is the product of Prince’s initiative, in collaboration with creative agency Fearless Union, retaining Animal’s original humor and daring personality.
The full 20-second ad titled “Meaty Meat” shows a guy bored out of his mind in a Zoom meeting.
He’s then transported into the “Snack Wormhole,” where Animal shows his distinct character as he rants about meat, instead of meeting. “Meat, meat, meaty meat!”
In a shorter version, titled “Phoneface," the same guy is seen focused on his phone before he gets transported into the wormhole, with Animal saying:
“Oy, Phoneface, you’re in the Snack Wormhole, get stuck into something tastier!”
The same pattern is seen in “Void Between Meals” and “Taste Buds Are Calling,” where the bored guy gets sucked into the wormhole and, of course, Animal is there to urge him to satisfy his cravings with meatier snacks.
Each spot has Animal’s trademark laugh and ends with the message:
“Peperami, satisfy your animal.”
“I reckon everyone's gonna want a piece of me! Can't blame ya. You’ll just have to get in the queue,” Animal commented about his big TV comeback.
A Modernized Comeback
Although the Fearless Union team continued the tradition of using stop-motion techniques that the ads are popular for, they decided to incorporate modern improvements.
“The original model was clay and this one is synthetic, so his movement range is much more,” Mark Campion, creative director at Fearless Union, explained.
“His expression was really important because he is a meat stick and all he has is his eyes, mouth, and hands. What we did this time was 3D print all of his expressions,” he concluded.
Animal's voice and way of speaking are also as recognizable as his looks.
For his modern return, an experienced voice cartoon actor was employed to meticulously replicate Animal’s tone.
The Peperami mascot’s larger-than-life personality and self-assured attitude are sure to make him a standout presence once again in the advertising landscape.
