Unilever is to launch a range of four Peperami products, with packaging designed by The Core, as the fmcg giant moves to capitalise on growth in ‘protein-based’ snacking.
The range comprises the Firestick, an extra-hot version; Dunkers, which come with tomato sauce; Canniballs, Peperami balls wrapped in bread; and the Peperami Sarni, a Peperami, cheese and pizza-sauce sandwich. Products launch across major supermarkets from 1 October.
Snacking is on the increase in the UK and there is a growth in demand for ‘snacks that aren’t crisps or chocolate’, says Nick Green, from Unilever’s Peperami marketing team. The new products, which are all snack- rather than meal-sized, aim to capitalise on this trend.
‘Peperami is the market leader in meat-based snacking and [these products] will help us expand [consumption] among our core market of young men,’ explains Green.
According to The Core managing director Peter Melling, the group has created graphics for all four packs, including titles and illustrations. Packaging features the brand’s iconic animal character in a subtle way, he adds.
‘We’ve taken the essence of the character and you’ll see him lurking in the background, using his leg as a dipper, for example,’ Melling explains. ‘On some packs it’s wholly appropriate not to feature him at all. It’s about understanding the character and the brand.’
Effectively interpreting the brand across a range of packaging formats was a challenge, he adds.
The Core, which is a Unilever roster consultancy, was appointed to the work on the strength of a credentials pitch and ‘personality fit’, says Melling.
The Core creative director Alistair Whiteley led the project, with senior designer Andy Briscoe responsible for the design and illustration.