The End-to-End (E2E) campaign includes a sheep-filled hero film across digital and broadcast platforms, Micah Richards-led influencer content around the World Cup, and a product collaboration between Peperami and Doritos

Peperami launches its new ‘Be Bold. Be Meaty.’ brand platform with a campaign telling the story of a struggling young English barber who takes the bold and meaty step of giving sheep mullets to realise his business dreams.

Following the return of the iconic ‘Animal’ in recent years, Peperami is now evolving its creative approach beyond its established role in family lunchboxes and the product-led work of the past two years, with a deliberate shift towards engaging a younger audience of 18 to 25-year-olds. While ‘Animal’ remains part of the brand’s world, the new campaign signals a move away from previous campaigns towards a more grounded, emotionally driven storytelling style.

Created by Fearless Union, the platform taps into a generation navigating an uncertain world – ambitious but facing real barriers – and encourages them to embrace a more fearless, unapologetic attitude, rooted in Peperami’s irreverent and anarchic DNA. By responding with humour, attitude and authenticity, Peperami is positioning itself as a snack that fits naturally into the lives and mindsets of younger consumers.

With more than 150 pieces of content overall, the campaign is expansive and lives well beyond the hero film. It also sees Micah Richards, one of the boldest and meatiest personalities in football, front and centre of a social-first content series set to drop as the World Cup approaches. Built around bold opinions, bigger energy and incomparable footie chat, and set inside a stripped-back Peperami world, Micah and co-host, influencer Specs Gonzalez, will react to fan-submitted questions and dilemmas, with Micah delivering bold and meaty solutions in his inimitable style. The series is supported by additional influencer talent, including two further creators, alongside a steady stream of UGC and an always-on content layer designed to keep the campaign live and culturally relevant for six months.

The hero film, directed by Chris Balmond of Arts & Sciences, tells the story of a young barber living and working in a remote rural town, struggling to make his mark. Shot in a gritty, cinematic style reminiscent of British social realism, the ad follows his moment of inspiration.

After a sheep tells him to “be bold, be meaty” while he is eating a Peperami, he has a pretty unconventional idea to promote his business.

In true Peperami fashion, the solution is both anarchic and unexpected – giving a flock of sheep mullets and turning them into moving billboards for his barbershop. As the message spreads on social media the rural outpost becomes an unlikely hotspot, drawing eager crowds from the city.

Shorter cut downs and social versions also feature Micah. One sees him spotted in the queue outside the barbers, while the other has him actually getting himself a mullet.

It will also feature a collaboration with Doritos, bringing together two iconic brands in a partnership that celebrates bold flavour and cultural impact.

Karina Carrico, the Head of Marketing at Peperami, said: “This campaign is about taking everything that makes Peperami distinctive – its attitude, its irreverence, its boldness – and making it resonate with a new generation. ‘Be Bold. Be Meaty.’ gives us a platform to show up in a way that feels more authentic, culturally relevant and genuinely meaningful, connecting with where people are and how they’re feeling, while still staying true to our roots.”

Mark campion the Creative Director at Fearless Union, added: “Peperami has always had this anarchic spirit, but the challenge, and the opportunity, was to evolve how that shows up. This campaign leans into a more real, emotionally driven world, without losing the brand’s edge. It’s still unmistakably Peperami, just told in a way that connects with where our audience is today.”

The campaign will roll out across connected TV, digital, social and influencer channels from 19 May 2026.

Link to adverts on YouTube:  

30s https://www.youtube.com/watch?v=p3xuIofZIVY

60s https://youtu.be/zWGMXT5Ss4o

Creds

Brand:  Peperami

Client name:  Karina Mourtinho Carrico

Creative agency:   Fearless Union

Creative Directors:   Mark Campion

Creatives:  Eddie Fisher

Planner:  David Craft

Producer:  Paula Mackersey

Media agency:  7Stars

Director:  Chris Balmond

Production Company Producer:  Giles Skillicorn

Production Company:   Arts & Sciences

Editor:  Max Windows at Stitch

Post-production:  Post Office in Amsterdam

Grade:  Patcharee Sa-ardkitinun at Post Office

Sound:  Markus Ffitch at Bark Soho

 Peperami

Launched in 1979, Peperami is the UK’s number one meat-snacking brand and continues to deliver strong growth. Known for bold flavour and innovation, the brand develops high-protein snacks that meet demand for convenient, satisfying options that resonate with today’s consumers. The brand’s iconic character, The Animal, remains central across the portfolio.

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Following the success of the inaugural programme, the Awards will once again provide a total prize fund of €500,000 to entrepreneurs operating across the island of Ireland. The Awards recognise ambitious businesses that are building commercial links between Northern Ireland and the Republic of Ireland and contributing to economic cooperation across the island.

The Awards continue to draw inspiration from similar initiatives supported by the Stelios Foundation in Cyprus, the birthplace of Sir Stelios’ parents, where bi-communal business awards have promoted economic cooperation between Greek Cypriot and Turkish Cypriot entrepreneurs for more than 17 years.

Sir Stelios has a long-standing connection with the island of Ireland. In the months following the Good Friday Agreement in 1998, easyJet launched its first route from Luton to Belfast. Today, easyJet remains the market leader amongst airlines in Belfast, with seven in 10 passengers travelling with the airline.

Sir Stelios Haji-Ioannou said: “These Awards represent more than recognition for ambitious entrepreneurs – they are about encouraging deeper economic cooperation across the island of Ireland. Businesses working together across borders create jobs, build trust and contribute to stronger and more connected communities.

“The response to the inaugural Awards demonstrated the enormous entrepreneurial talent that exists across the island and the appetite for greater North-South collaboration. I look forward to meeting this year’s finalists and celebrating businesses that are helping to shape a stronger all-island economy.”

The Awards will culminate in a high-profile ceremony at Castle Leslie Estate, Co. Monaghan, on 28^th October 2026. The venue, located close to the border, was chosen to reflect the spirit of cross-community partnership and economic cooperation underpinning the initiative. Sir Stelios Haji-Ioannou will personally present the awards and meet finalists on the day.

Co-operation Ireland will once again partner on the initiative. Ian Jeffers, Chief Executive of Co-operation Ireland, said: “Cross-border business partnerships play a hugely important role in supporting peace, prosperity and shared understanding on the island of Ireland. These Awards recognise the real economic and social value that comes from cooperation. By backing entrepreneurs who are building commercial links across the border, we are helping to strengthen relationships and create lasting opportunities for communities North and South.”

Applications are now open for cross-border business entrepreneurs that meet the criteria. Full details and entry forms are available at www.stelios.ie and www.stelios.foundation.

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The FSAI has also updated its voluntary guidelines for the industry. These guidelines require the industry to only use a safe quantity of glycerol when making slush ice drink concentrates. Manufacturers of prepackaged slush ice drinks and make-at-home syrup concentrates containing glycerol should carry a warning on the pack in keeping with the FSAI advice. Retailers selling unpackaged slush ice drinks containing glycerol should display permanent point-of-sale warnings stating: “this product contains glycerol and is not recommended for children aged ten and under”.

Commenting today, Mr Greg Dempsey, Chief Executive, FSAI, states that this updated advice is due to the conclusion of a new risk assessment by EFSA.

“Our advice to consumers is always based on the most up-to-date scientific data available. The recent risk assessment by EFSA has led to us reassessing our advice and we are now advising that all children aged ten and under should not be consuming these slush ice drinks that contain glycerol. The Department of Health’s Healthy Eating Guidelines has placed slush ice drinks on the top shelf of the healthy eating food pyramid, meaning that they are not part of a healthy balanced diet. For the rest of the population these slush drinks should therefore be limited and only consumed in moderation as a treat. Consumption of glycerol containing slush ice drinks by children aged ten and under could cause headaches, nausea and vomiting. On rare occasions, it could potentially lead to severe symptoms such as shock, hypoglycaemia (low blood sugar) and loss of consciousness.”

The FSAI previously raised this issue with the European Commission and other Member States which has led to the current EFSA risk assessment. The FSAI continues to support change to the current food additive legislation, but this will have to be agreed at European level.

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Irish food and drink producers connect with retail and foodservice buyers with combined €26 billion buying power at annual industry showcase 

Bord Bia hosted its 13th annual Bloom Trade Breakfast, bringing more than 100 leading Irish food and drink producers together with over 250 of the country’s top retail and foodservice buyers. Held in the Food Village at Bord Bia Bloom, which opened to the public on 28th May, this highly anticipated networking event serves as a major commercial springboard for the industry. It connects exhibitors directly with retail and foodservice heavyweights representing a combined market value of €26 billion*. Irish food and drink companies leverage the platform to launch new products, debut innovative packaging, and introduce emerging flavour trends to the Irish retail and hospitality landscape.

The annual event has a proven track-record in helping to secure new business listings for exhibitors. Following initial conversations made at Bloom last year, non-alcoholic beverage company Fierce Mild successfully launched a product range that is now delivered daily to over 200 stores nationwide. Similarly, low-sugar jam producer Mór Taste secured major listings post-event with its products now available in over 100 stores. Killowen Yoghurts has recently expanded its listings with Tesco UK, increasing the number of stores stocking its product range from 250 to 850.

 Jim O’Toole, CEO, Bord Bia, said, “The energy at this morning’s Trade Breakfast proves that as Bord Bia Bloom celebrates its landmark 20th year, this event remains a powerhouse for Irish business. Each year, the key decision-makers behind Ireland’s biggest listings engage directly with, both new and established Irish food and drink producers, who continue to innovate and excel within the industry. Our role enables the growth of strong partnerships between customers, producers and industry stakeholders that are built on trust, collaboration, and a shared ambition for growth”

Product, packaging and process innovations

This year’s showcase highlights product innovations driven by consumer demand for clean-label and ‘better for you’ offerings. “Fibre-maxxing” and circular production trends are represented by functional food company Biasol, which launched its 30g High Fibre Mini Oat Bites,  and snacking brand Blanco Niño, which introduced new single-serve bags of its popular tortilla chip range along with a new flavour in response to consumer preferences. Innovation is also present in traditional categories, with bacon producers Oakpark and Brady Family both launching new nitrate-free bacon products at Bloom.

Other companies launching new products include: Folláin with new flavour Apple, Pear, Flaxseed & Chia Seed of its Spoonfuls range; Cashel Farmhouse Cheese’s Toma no. 5 cheese; Dungarvan Brewing Company’s new Clonea Strand Kolsch Style Lager; Kinnegar Brewing with a non-alcoholic version of its Jackrabbit ginger beer; Loughnane’s  new premium pudding range; Traditional Cheese Company’s Gluten-free range; Nomadic Foods  Limited Edition white chocolate and strawberry yogurt and oat cluster;  Fierce Mild’s Non-Alcoholic Lager; Carlingford Oysters new smaller size oyster and Rye River Brewing Company’s Nitro stout.

Pauline Dunne, Marketing Manager, Killowen Farm, added: “We have found that direct conversations with buyers at this event have been hugely important for us and supported product innovations. We recently launched an Overnight Oats product with SuperValu; and have also recently introduced a protein-rich range of our yogurts and granola which have been well received by retailers nationwide”.

Among the prominent retail buyers in attendance this morning were Musgrave, Dunnes Stores, Tesco, Lidl, Aldi, and M&S, alongside specialist retailers such as Donnybrook Fair, Fallon & Byrne, and Fresh The Good Food Market. The Irish foodservice sector was also heavily represented by major players including Dalata Hotel Group, Gourmet Food Parlour, forecourt operators Circle K and Applegreen, and workplace caterers Aramark, Compass, and Sodexo, in addition to national distributors Sysco, Musgrave Wholesale Partners, and BWG Foodservice.

Horticulture in focus

Beyond showcasing food innovation, Bord Bia Bloom also serves as an important platform for horticulture industry engagement and collaboration. This year, Bord Bia is hosting a Horticulture Trade Breakfast to bring together key stakeholders from across the sector, creating valuable opportunities for networking, relationship-building and commercial growth. As Bord Bia Bloom celebrates its 20th year, the festival continues to highlight the significant economic and cultural contribution of Ireland’s horticulture and food industries to buyers, retailers, foodservice operators and wider stakeholders.

Ends

Photo Captions:

1. Niamh Dooley, Co-Founder, Biasol
2. Rebecca Gangus, Felix Oester, Founder of Mór Taste,  Kayla McGannon, Business Operations Assistant, Mór Taste
3. Louise Crichton, Head of Marketing, Emma Keating, Head of Sales, Rory Walsh
4. Eoin Loughnane, Director at Loughnane’s, Daire Loughnane, Managing Director at Loughnane’s, and Leigh Carr, Brand and Marketing Manager at Loughnane’s.

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My Centra members can enjoy Centra’s famous Chicken Fillet Roll and a drink for just €5, available until 1st July

• Free Frank & Honest coffee on download of the app
• With many other exclusive everyday rewards available only on the My Centra app, it’s loyalty that delivers real value with every visit

Centra’s loyalty app ‘My Centra’ has officially launched, giving consumers exclusive savings as a reward for staying loyal to Ireland’s favourite convenience shop.

To mark the launch of My Centra, Centra is flying in Dallas-based actress and comedian Theresa Rowley, whose transatlantic romance with an Irish man ended in heartbreak, back to Ireland to see if the nation can restore her faith. Not through grand gestures, but through something far more consistent: everyday loyalty.

In partnership with Your Friend, My Friend, Centra will host an in-person dating event, with Theresa Rowley as VIP guest of honour, to give Theresa and Irish singles a chance to find loyalty.

Loyalty that loves you back

While Irish people are loyal to their coffee, their lunch and their local Centra, it does raise a question. Can the same be said when it comes to our relationships?

It is a question that has been playing out publicly in recent months as Theresa Rowley went viral for her very public relationship. The US-based creator went viral after a whirlwind romance with an Irish man ended when his loyalty fell short, turning Theresa into a cultural talking point around modern dating, loyalty and commitment.

This story emerged at a time when people were also beginning to question the effectiveness of online dating, with many expressing fatigue and a growing interest in in-person connections.

Heather Murphy, Centra Retail Marketing Manager, said “At Centra, we see the loyalty of Irish customers in all the little things across all our stores: the familiar faces, the favourite orders, and the moments that become part of people’s daily routines. It’s something we truly value. That’s why we’ve launched My Centra, a new app built around one simple idea: loyalty that loves you back, with rewards like a free Frank and Honest coffee on download, exclusive bundle deals and lower member pricing”

Customers who download the My Centra app https://centra.ie/app from now until the 1st July will receive a free Frank & Honest Coffee in-store.

The single’s event in collaboration with Your Friend, My Friend will take place on the 11th June, 7 PM at Old Fashioned Sam’s in Dublin.

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