Creating a Fresh TV Campaign for Australia’s Only Extra Lean Sausage & Burger Brand
Role
Strategy & Positioning
Concept Development
Art Direction
Design
Copywriting
Packaging
Digital Platforms
Social Content & Management
UNderstand/analyse
We needed to raise awareness of Peppercorn’s unique position as the only supermarket brand offering Extra Lean sausages and burgers. Made with 100% Australian meat, the range is gluten-free and free from artificial colours and flavours.
With the insights and understanding gained from our Proprietary 360º Eco System Tool we developed clear messaging to the two discreet audiences.
POSITION
Guided by our Proprietary tool, we identified two core target markets:
- Young, proactive, health-conscious consumers with a focus on macros and protein.
- Family grocery buyers wanting to feed their families nutritious food, free from artificial colours and flavours.
BRAND ESSENCE
Made for Healthy Appetites
Ideate
To engage both core audiences, we developed two television commercials with tailored messaging.
The first ad centres on a young father and his daughter in a fresh take on the classic “Dad, what’s for dinner?” moment—demonstrating how Peppercorn satisfies the needs of both parents and kids.
The second ad follows a young couple cooking burgers mid-week as part of their meal plan. With a fast, energetic pace, the spot mirrors their active lifestyle while showcasing the product’s nutritional benefits.
PLAN / Implement
The campaign has been running nationally since late February across Channel 9 (including premium spots during Married at First Sight), Channel 10, Foxtel, Kayo, and Peppercorn’s social media platforms.
The brand line Made for Healthy Appetites has also been rolled out across all packaging and digital platforms to align with and reinforce the campaign message.
