Peperami has launched the latest instalment of its ongoing campaign featuring social media star Yung Filly. The branded entertainment series, delivered by social first publisher Jungle Creations in collaboration with brand partnerships firm Bridge, and integrated comms agency Spider, sees Yung Filly challenge his mates to ‘Go A Bit Peperami’ and embrace life to the absolute fullest.
The mini-doc campaign involves Yung Filly and his friends taking part in a series of challenges including a rap battle, synchronised swimming and – in an episode also starring fellow social media star Harry Pinero – LARPing (Live Action Role Playing).
Each challenge was designed to encourage the participants to step outside their comfort zones and release their inhibitions, with Yung Filly acting as the spiritual guide to his mates through the training period in the lead up to their big performances.
After a short period of coaching by Yung Filly and three trusted mentors, the friends must give the performance of a lifetime. The WOW moments of these performances are captured in a joyful freeze frame, where the exhilaration of having ‘gone a bit Peperami’ is made clear.
The campaign is running across social, digital, PR, and Jungle Creations’ entertainment brand, VT.
Bridge developed the strategy and creative concept for Peperami’s first ever brand entertainment series, working with media agency the7stars to identify Jungle Creations as the creative and publishing partner for the project. Bridge also acted as executive producers for the series, whilst Spider amplified the campaign through PR and via social media. Jungle Creations is responsible for the branded content, creative, strategy, design, video editing, production and paid social elements of the campaign.
“We know our audience loves engaging video content and when fronted by exciting and up-and-coming talent, it’s always a success!” said Pavan Chandra, Head of Peperami Marketing. “However, this year, we’ve taken this up a level by producing our very own brand entertainment series in partnership with Bridge and Jungle Creations. The aim of the three-part series is to encourage Brits to let go of their shyness and do what they want more freely without embarrassment. Youtuber Yung Filly is the perfect brand ambassador to lead the way and bring this to life.”