New Hormel Pepperoni work launched

In mid-April, BBDO and Hormel launched new work for their Pepperoni brand after over a year of strategic and creative exploration. While the previous campaign under the Pep It Up platform, featuring the One Man Pep Band, had been great for sales and breakthrough, the client team wanted to increase purchase intent by showing food and uses.

We knew it was important to be distinct visually, and we were also constrained by a media buy that would be best-served by :15 video as opposed to :30s. We landed, obviously, on this new direction that still speaks to all the non-pizza uses for pepperoni, and embodies the fun of using it to make appetizers, snacks, and meals that everyone would be excited to prepare, share, and enjoy. Since the spots are animated, we were able to make several pieces to rotate through to prevent wear out as long as possible.

Read more about the new campaign over at the Egotist.