The Angry Birds Movie & Peperami.
Sony challenged us to secure partnerships with major brands which would appeal to the same consumers as the film’s target audience, as well as having a strong connection with the themes of the movie.
The Peperami brand aligned perfectly with all these factors. The theme of the TV creative and overall campaign was ‘Stunt Animal’, which centred on the brand’s mascot, ‘The Animal’, being the official stuntman of the Angry Birds Movie. It represented a fun, creative way of breaking the fourth wall which was a new tactic from a Sony Pictures partner. It led to increased sales by 20% year-on-year as well as a 2% increase in market penetration, a high number for an already dominant brand.