unleashing the power of polka
Hormel Pepperoni is the #1 brand, but before this campaign nobody knew its name. This work unleashed the power of pepperoni by making it impossible for people to ignore. The concept—send a pepped-up Grammy-nominated polka virtuoso on a mission to help people pep up their food and their mood.
‘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. Moms filmed their babies dancing to his music. The campaign received millions of organic, non-paid views and drove over 80% of total brand engagements online with ‘pepperoni’ searches jumping to a 5-year high. Positive brand sentiment increased 7% while brand strength increased 20%. Most importantly, it increased purchase motivation 5x.