Meat snack stick Peperami launches its new “Be Bold. Be Meaty.” brand platform with a campaign from London ad agency Fearless Union, telling the story of a struggling young English barber who takes the bold and meaty step of giving stylish mullets to sheep in order to realize his business dreams.
Directed by Chris Balmond of Arts & Sciences, this :60 introduces us to the barber who lives and works in a remote rural town, struggling to make his mark. Shot in a gritty, cinematic style reminiscent of British social realism, the ad follows his moment of inspiration.
After a sheep tells him to “be bold, be meaty” while he is eating a Peperami, he has a pretty unconventional idea to promote his business. In true Peperami fashion, the solution is both anarchic and unexpected–giving mullets to a flock of sheep and turning them into moving billboards for his barbershop. As the message spreads on social media, the rural outpost becomes an unlikely hotspot, drawing eager crowds from the city.
Karina Carrico, head of marketing at Peperami–a product with its primary markets being iin the U.K. and Ireland–said, “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.”
Mark Campion, creative director at Fearless Union, added, “Peperami has always had this anarchic spirit, but the challenge, and the opportunity, was to evolve how that shows up. This campaign leans into a more real, emotionally driven world, without losing the brand’s edge. It’s still unmistakably Peperami, just told in a way that connects with where our audience is today.”
