This microsite unleashed Peperami’s shouting football mascot - Fanimal. Wearing a football jersey, boots and nylon scarf, Fanimal was an impact activated throw-toy that screamed insults at football referees.

Aimed at the UK’s male football fans, this campaign focused on getting a quarter-of-million Fanimals into people’s hands. An animated microsite was the most effective way of distributing Fanimals; the campaign was backed by an on-pack promotional code driving users to the site.

Secondary to Fanimal redemption and distribution, the microsite provided an immersive brand experience with an online game.