Branston and Tango aren't alone: Peperami revives iconic 'Animal' mascot after 10 years

Peperami is bringing back its ‘Animal’ mascot for the first time in 10 years. Source: Peperami

Peperami's brand mascot, 'Animal', is making a comeback on TV after a 10-year break. The snack brand is aiming to connect with consumers in 2024 by bringing back a touch of nostalgia.

The new TV and digital campaign showcases 'Animal' causing mischief during a boring virtual meeting.

Emily Prince, head of brand, believes that bringing back the mascot is a "bold step forward" for Peperami.

She mentions that this move is a way to honor the brand's "heritage" and to show their dedication to offering tasty snacks for busy adults today. Peperami collaborated with the new agency Fearless Union for the ad.

Peperami is one of many brands that are going back to their roots by reintroducing old brand assets. Last year, Morrisons, Tango, and Branston all revived slogans and assets from their past, believing they still connect with consumers.

Peperami is also jumping on this trend, stating that 81% of UK adults still recall the iconic 'Animal'.

Marketers are often accused of getting tired of ads before consumers have had the time to.

Our Website columnist Mark Ritson shared six lessons marketers should adhere to when considering moving away from a successful brand asset, suggesting wear-out “really does not exist”, citing data from Kantar, System1 and Analytic Partners.

He said that the issue of wear-out is a concern for marketers, not the market itself.

According to Kantar data, ongoing campaigns are among the top 20% of all UK ads in terms of effectiveness. Lynne Deason, head of creative excellence for Kantar UK, noted that when compared to new ads that lack continuity except for branding, these ongoing ads are significantly more effective both in the short-term and the long-term.

Kerttu Inkeroinen, marketing and ecommerce director at Lucky Saint, emphasized the significance of consistency. She mentioned that as marketers, it's common to feel like everyone has already seen your campaign and that you need to constantly come up with something new.

Editor's P/S:

Peperami's decision to revive its iconic 'Animal' mascot is a nostalgic move that taps into the power of brand recognition. By reintroducing a beloved character from the past, the snack brand aims to connect with consumers and evoke a sense of familiarity and trust. This strategy aligns with the trend of brands revisiting their roots and leveraging recognizable assets to resonate with their target audience.

However, it's crucial to consider the potential risks associated with relying on past successes. As Mark Ritson highlights, marketers may overestimate the impact of ad fatigue on consumers. Studies suggest that ongoing campaigns can maintain effectiveness over time, and consistency is key to building brand equity. While nostalgia can be a powerful tool, it's important to find a balance between honoring heritage and evolving the brand to meet the changing needs and preferences of consumers.