Peperami is bringing back its anarchistic ‘Animal’ in a campaign that re-introduces the iconic brand mascot to new audiences. The work is the first from agency, Fearless Union, since its launch in December 2023.

Despite being away from TV screens for nearly a decade, Peperami research shows that the ‘Animal’ character is firmly embedded in the memories of 81% of UK adults. Playing on this popularity, and carving out a new position for ‘Animal’ in a new era, Peperami’s new campaign sees ‘Animal’ return to screens.

The TV and digital campaign features ‘Animal’ in a relatable, modern-day, working-from-home scenario. The campaign video features a bored young man stuck in a tedious virtual meeting. While his boss drones on, his thoughts wander and audiences are shown the inner depths of his mind. Between a depiction of his boss and some pie charts, the lively ‘Animal’ character appears.

Helping the man to escape the boredom of the video call, ‘Animal’ encourages him to cave in to his cravings for a snack. In his imagination, ‘Animal’ throws the pie chart into the boss’ mouth and begins chanting ‘meat, meat, meaty meat’, a parting copy tells audiences, ‘Satisfy your animal’.

Bringing the character into the modern world of virtual meetings and video calls, ‘Animal’ provides audiences with an anarchistic escape from the monotony of the everyday. Throwing caution to the wind and encouraging people to give in to their ‘Animal’ cravings, the care-free character is a symbol of freedom, giving audiences permission to do and eat whatever they want.

The new nostalgia

The campaign works to re-introduce the classic character to a brand new audience. Instead of leaning on old tropes, the work takes ‘Animal’ in a conscientious and empathetic direction.

The creative looks to honour an anarchic spirit, while not just tapping into nostalgia, but giving the character more depth and relevance for the consumer of 2024. Keeping in mind cultural factors, and using a backdrop of work-from-home boredom that modern audiences are familiar with, revitalises the character.

"'The Animal' is such a nostalgic force that staying faithful to what makes him great, whilst also moving him along has been a real journey. We had some oversized Doc Martens to fill - but the work displays our dedication to staying true to an unforgettable brand, while finding a way to speak to a contemporary British audience", added Mark Campion at Fearless Union.

Focusing on fun and snack-related freedom, the campaign carefully brings back a classic character in a way that resonates with audiences old and new.