In the first piece of work by Forever Beta for meat snack brand Peperami, the world’s first Peperami wedding took place.
A couple from Leeds tied the knot with classic wedding features such as the dress, the cake and the decorations all with Peperami twists.
The bride Francesca Brooke-Fenton walked down the aisle glowing in a customised green gown showing off the iconic Peperami Animal attached to the train. Hot on her veil was the groom matching in a grey suit full of Peperami surprises and accessories. Guests were fed a feast of Peperami treats and dishes using Peperami products, allowing them to taste everything that Peperami has to offer
The most memorable part of the evening, adapting a conventional wedding moment, was the bride's 'bouquet toss’ which featured a giant catapult launching a bouquet packed with Peperami products across the Tipis at Riley Green.
Forever Beta’s creative platform is based on the human truth that everyone needs to let their hair down, celebrate with spontaneity and rip up the rule book. They’ve developed a strategy of taking classic, socially defined moments and giving them a Peperami twist that brings the energy and the fun, because as the brand says, “We all go a bit Peperami sometimes.”
To find out more, we spoke to Paulo Areas, Chief Creative Officer and Partner at Forever Beta.
What was the brief?
One of the most traditional snack brands in the UK, Peperami is known for its daring attitude and flavour. As the brand evolves with new flavours and products, the brand’s positioning is also evolving, focusing more on people. We wanted to find this connection between the brand attitude and people.
What was the process behind ideating the concept?
Once we had the line, we started looking for real insights and stories where people would “go a bit Peperami”. This observation phase allowed us to set the parameters for the concept, and start thinking about executions.
The first approach was to launch a national TV campaign about people, but in order to spark more conversation, we decided to build the campaign around social activations where the brand could be the enabler of those crazy personal moments.
That is when we thought: although Peperami is a traditional brand, it’s definitely not a traditional British snack (crisps, biscuits), so what other British traditions can we disrupt, in order to have something unique? The answer was bordering on the obvious, let’s create a wedding. But not any wedding, a Peperami wedding.
What was the production process like?
The first step was to find people that would be open to having a Peperami-themed wedding. Surprisingly, once we started casting online, we had hundreds of responses. We then had to interview all of the couples, to finally decide on the perfect couple that would represent the brand.
The key criteria were authenticity and spontaneity. Francesca and Luke had it all. We started to develop the wedding plan along with them, planning activities, jokes, stories, and everything that would make the event special. It was a long short month to get everything done and also, capture every second of the process to have not only an event in our hands but lots of social content that we would use before and after the wedding.
What was the biggest challenge during production? How did you overcome it?
As with any wedding, many unpredictable things came up, but we had a great team that was able to deal with every detail, keeping the craft and quality high. As for the biggest challenge, I think it was to find that balance between building a brand idea and organising someone’s personal wedding.
We had to have the couple along with our branding decisions, but luckily, Francesca and Luke were very open to daring brand decisions, such as throwing the bouquet from a catapult or having the drinks infused with Peperami flavours.
What is one funny or notable thing that happened during production?
Wow. This was by far one of the funniest productions I have ever been involved in. Every provider's reaction was priceless. From requesting a Peperami cake to designing a pork-based fashion dress, people just thought we were crazy. But once people got into it, there was such a smooth and fun process to develop sketches, recipes, and mechanics.
What’s the main message of this project and why does it matter?
The main message is that everyone should go a bit crazy, a bit spontaneous, in order to taste life better. It lands perfectly with the product proposition where we are inviting people to try a different and unique flavoured snack, instead of staying with the traditional crisps every time.
How long did it take from inception to delivery?
There were several stages from winning the pitch to delivering the wedding, but I would say that since the wedding idea was approved, we had 2 months to build it from scratch, and now that the wedding has happened, we are still working on turning every crafty detail into a branded content piece that will soon be launched.
What do you hope it achieves for the brand?
This is the first activation within this new concept, and we will keep launching fame ideas that will start conversations around breaking away from convention. These will work as spikes in the always-on Peperami social presence, and the intention is to build the perception about the branding being the one that enables these moments.
The ultimate goal is to establish the expression “going a bit Peperami” as something that people identify as breaking away from traditional, and therefore, becoming part of culture
Credit list for the work?
FOREVER BETA
Paulo Areas, Chief Creative Officer
Mark Campion, Creative Director
Jack Cresswell, Creative
Ben Farrow, Creative
Jess Purchon, Creative
Stefania Esposito, Creative
Luiz Medeiros, Creative
David Craft, Senior Strategist
Patrick Flynn, Head of Client Services
May Reinholdsson, Account Manager
Sarah Jacobs, Production Lead
Bianca Green, Creative Producer
Evie West, Wedding Planner
Dominic Joyce, Lead Videographer
Phil Hardy, Supporting Videographer, Editor, Animator & Director
Darren Cox, Head of Design
Alex Harazim, Designer
PARTNER AGENCIES
Spider, 7 Stars, Jungle, Bridge
PEPERAMI
Pav Chandra, Head of Marketing
Ilona Weydeveld, Brand Manager
