PEP IT UP

Hormel Pepperoni owns the category, but nobody knew its name. We unleashed the power of pepperoni by making it impossible for people to get the brand out their heads. Our concept: send a pepped-up Grammy-nominated polka virtuoso on a mission to help people pep up their food and their mood. We called him ‘The One Man Pep Band’.

• ‘The One Man Pep Band’ was a viral sensation. YouTube views exploded with peppy reviews from fans. People made mix tapes of the meat maestro’s catchy songs. And Moms filmed their babies dancing to his music. The campaign received 1,206,968 organic, non-paid views and drove over 80% of total brand engagements online with ‘pepperoni’ searches jumping to a 5 year all-time high. Positive brand sentiment increased by 7% while brand strength increased by 20%. Most importantly, it increased purchase motivation 5x higher than the norm.

• Ad Age iSpot Hot Spots