Meat brand turns to public for ad campaign
Unilever meat brand Peperami has dropped the advertising agency it has used for 16 years and asked to the public to come up with a new campaign.
The company is offering a cash bounty of $10,000 (£6,087) for the best idea submitted to crowd-sourcing website ideabounty.com. Unilever will then turn the winning idea into a TV and print campaign with help from the stage specialist agency Smartworks.
All ideas must include the Peperami character Animal, which was created by Lowe London, the ad agency that Unilever has worked with on the brand since 1993.
Peperami marketing manager Noam Buchalter said: “We believe Peperami is a brand that deserves radical creative solutions and are confident that taking our brief out to thousands rather than a small team of creatives will provide us with the best possible idea and take our advertising to the next level.
“We are extremely thankful to Lowe for the brilliant work they achieved over the last two decades and are looking forward to seeing the ideas to take Lowe’s legacy forward into the next era of Animal.”
Creative minds can now download the Peperami brief from ideabounty.com. The closing date for all entries is 23 October, 2009.
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