Research 4 (Peperami )

Posted: December 11, 2010 in Uncategorized

We looked in to researching a Pork Sausage Snack called


799px-Peperami_Mexicano.jpg (799×599)

It was first shipped to the UK by accident in a container which was supposed to be carrying pâté. The company decided to attempt to sell the shipment to the UK market under the brand name ‘Peperami’. Several new varieties have been introduced over the years with varying degrees of success. Peperami may be interpreted as a portmanteau of the words “pepperoni” and “salami”, but the company does not want the product to be misunderstood as a combination of these different meats. In the year 1955, Peperami was one of the products from Nabisco. After it eventually died out, the snack was brought to the UK overboard in 1982, which was actually supposed to be Pate. When the mistake was made, the company tried the meat snack and enjoyed it. Thus, Unilever relaunched the snack.


Peperami TV advertising has always been phenomenally successful:

The brand is advertised by “the Animal” (“That crazy wee fella”), voiced by Adrian Edmondson. The product is marketed as The Spicy Meat Snack with the slogan“Peperami: It’s a Bit of an Animal”.

Each variant of Peperami has a different version of the tagline. The snack size types are marketed under the tagline “Peperami Mini: It’s a Little Bit of an Animal”. (changed to “Peperami Lunchbox Minis: It’s a Little Bit of an Animal”). The hot variety was marketed with the tagline “Peperami Hot: It’s a Fiery Peperami”. The fire stick variety was marketed with the tagline “New Firestick: It’s a Red Hot Peperami”. The noodles were marketed with the tagline“Peperami Noodles: It’s Peperami, Gone a Bit Noodles”. The new barbecue flavour is only marketed with the tagline “New BBQ Flavour Peperami”. A video game, Animal, was made featuring the Peperami character. For a brief period in 2007, Peperami had a new slogan, “Peperami, 100% Pork Salami”. When the Gobbler was still available, the slogan was “New Peperami Gobbler: It’s A Little Bit of Alright”. The Cheezie variant never had a slogan, instead the cheezie character would normally say something next to an image of the snack and ‘New!’ banner. The Cheezie character appeared in the first four advertisements for the snack. He resembeld a yellow version of “the animal” with hair, and ran a fictional radio station.[citation needed]

In the late 1980s, starting in 1987, before “the animal” was featured in the advertiments, a series of advertisements with the slogan “Get Your Teeth Into A Peperami” aired instead. One such advertisement from 1989 titled Venus Fly Trap saw a man feed a venus fly trap a Peperami.[citation needed]

Unilever recently decided to drop its ad agency of 16 years, Lowe, and has turned to the crowdsourcing platform IdeaBounty to find creative ideas for its next Peperami TV campaign. Unilever had worked with Lowe on the snack food brand since 1993, but decided to crowdsource its brief and take “The Animal” to the public, rather than a small team of creatives.[3] The result was the advert for the latest product, Peperami Nibblers, marketed with the tagline “New Peperami Nibblers: They’re Little Bits of an Animal”. Likewise, Unilever used integrated agency Billington Cartmell to tie into the 2010 Football World Cup, with the character – now transformed into the “Fanimal” – on posters (notably in pub’s gents toilets with risque slogans), print ads, radio spots, an interactive website and even distributed in the form of a shouting rubber mascot.[4]

Other advertisements, in other media aside from televison, include Animal, released in 1996 as an advergame[5], and a notable ad, printed in magazines and on billboards, featured the “Animal” burning on a heater, as a launch for their new Firestick flavour. This ad was accompanied by a television advert titled Arson Fire(which was a remake of the ad for the Hot flavour).

Here are some of the videos mentioned above:

By Sunny


Semiotics of the Kitchen is a feminist parody video and performance piece released in 1975 by Martha Rosler. The video, which runs six minutes, is considered a critique of the commodified versions of traditional women’s roles in modern society.

Featuring Rosler as a generic cooking show host, the camera observes as she presents an array of kitchen hand utensils, many of them outdated or strange, and, after identifying them, demonstrates unproductive, sometimes, violent, uses for each. It uses a largely static camera and a plain set, allowing the viewer to focus more on Rosler’s performance and adding a primitive quality.

Letter by letter, Rosler navigates a culinary lexicon, using a different kitchen implement for each step along the way. She begins with an apron, which she ties around her waist, and, with deapan humor, journeys through the alphabet, until the last few letters. For these, U, V, W, X,Y, and Z. the implements are dispensed with and the woman’s gestures and body become a signal system themselves.  (

Martha Rosler was born July 29th 1943 in Brooklyn, New York. She studied her B.A. from Brooklyn College in 1965 and her M.F.A. from the University of California, San Diego in 1974. She currently lives in Brooklyn, New York. For a long time she was considered to be an “underground artist”, as she pioneered using different media and combining them.

Martha Rosler uses a variety of mediums, but her most recognizable medium is photo-collage and photo-text. She also works creates video installations and performance art. Her work frequently contrasts the domestic lives of women with international war, repression and politics, and pays close attention to the mass media and architectural structures. (

We looked at this and got allot of ideas as we liked the whole pretending to stab thin air the loud banging, it appealed to me and Sunny as we were looking to recreate the same techniques she used in order for the audience to believe we are doing something bad and violent.


Martha Rosler: Semiotics of tht Kitchen



By Harmeet

Research 2 (Cadbury’s Creme Egg)

Posted: December 11, 2010 in Uncategorized

We  looked at the Creme egg adverts as they show the egg being “killed” in inhumane ways, this was helpful to us as we it was funny but surreal as it can be seen as dar comedy. The eggs last only a few seconds but there is a catchy slogan underneath that makes the advert even more funny.  

A Cadbury Creme Egg is a brand of chocolate manufactured to look like an egg inside and out. The product consists of a thick milk chocolate shell, housing a white and yellow fondant filling made from egg, thick white cream, sugars and other additives. Creme Eggs are the best-selling confectionery item between New Year’s Day and Easter in the UK, with annual sales in excess of 200 million items and a brand value of approximately £45 million.

They are produced by Cadbury UK in the United Kingdom, and sold by Kraft Foods in all markets except the USA market, where The Hershey Company has the local marketing rights. The eggs are manufactured at the Bournville factory in Birmingham at the rate of 1.5 million per day. The Creme egg was also previously manufactured in New Zealand but is now imported into New Zealand from the UK.

While filled eggs were first manufactured by the Cadbury Brothers in 1923, the Creme Egg in its current form was introduced in 1971. (

The adverts are short no longer than a minute but much like the ‘Pepperami’ adverts they tap in to the audiences sadistic humor side as they gain a voyeuristic pleasure from seeing the demise of the eggs.

 Creme Egg Advert – Mouse Trap:

Creme Egg Advert – Newtons Cradle:

Creme Egg Advert – Hairdryer:



By Harmeet

Research 1 (McCains)

Posted: December 11, 2010 in Uncategorized

McCain Foods Limited is a privately owned company established in 1957 by four brothers Harrison McCain, Wallace McCain, Robert McCain, and Andrew McCain in Florenceville, New Brunswick, Canada. It is the world’s largest producer of French fries and other oven-ready frozen food products. (

We also looked at the McCain’s chips adverts as they give a family setting scenario. There adverts normally consist of the mother making the chips while the children sit around the table with the dad sitting at the front.

We thought we’d watch how a family setting is supposed to be and then create something completely different. Further the adverts themselves are very patriarchal as well as matriarchal as the two parents are clearly the ones in charge while the kids fit in as the perfect family.

As well as this we watched the newer version of the chip adverts, we looked at the 2009 advert with the farmer growing spuds. However the farmer is like God as he makes it rain, he makes the sun come out, he forwards time so they grow quick, this itself is very innovative and we liked this idea of breaking away from the nuclear family and in to a much experimental side and using digital effects of the 21st century. 

Below is the 2009 advert:


Info on McCain’s LTD:


McCain Foods Limited is the largest processor of frozen potatoes in the world. McCain has a business presence in 110 countries on six continents and has been expanding its empire steadily over the past 50 years. In addition to its French fry production, McCain has diversified its product lines to include frozen pizzas, juice, and an array of gourmet/ethnic frozen appetizers and entrees.

1956-69: The Beginning of a French Fry Empire

Frozen foods were a relatively new concept in 1956 when Allison and Wallace McCain introduced their new business in their native Florenceville, New Brunswick, Canada. The two set up shop on some old pasture land but it was only a short time before their frozen potatoes and other products were found in many freezers throughout the world.

The company’s beginnings were modest. McCain Foods employed 30 locals to process, freeze, distribute, and sell its goods. The 1950s saw a surge of growth in partially processed convenience foods. Space-aged technology influenced the modern household. Frozen vegetables, canned soups, instant breakfast drinks, and ready-made meal options with their efficiency and modern panache held wide consumer appeal.

In a few short years steady growth led to expanded market options and the Canadian company looked to its British allies overseas to buy its products. McCain’s “chips” gained a foothold in the United Kingdom in 1965. The British campaign was accompanied by a quirky advertising plan that made McCain fries a household name.

By 1968 the company was ready to expand to another English-speaking member of the commonwealth and McCain Foods set its sights down under on Australia. McCain also created subsidiary McCain Great Britain Ltd. in 1968. The following year, McCain opened its first British French fry production facility in Scarborough, England.

McCain Foods forged its way south in 1971 when it entered the U.S. market. The 1970s brought about significant changes in the American workplace and record numbers of women went to work outside the home for the first time. Convenience foods were not only sought after for their modern appeal but for their time-saving functions as well. McCain was well poised and capitalized on this newly emerging market.

Continuing to grow in the southern hemisphere in 1971 McCain Foods acquired an existing French fry processing plant in Doylesfood, Australia. The newly acquired plant allowed the company to produce and sell its product without overseas shipping. The same year McCain built a new plant on site at Florenceville and added an additional plant in Grand Falls, New Brunswick.

Demand in Britain led the company to double the capacity of its operation in Scarborough and growth in its European sector brought company leaders to the Netherlands soon after. Belgium, France, and the Netherlands had long established themselves as countries where “Frites” were traditional foods. Fried potato stands were a common sight throughout Belgian city streets where tourists and locals could purchase paper cones full of crisp fries smothered in mayonnaise. Within two years, from 1972 to 1973, McCain Foods added to its holdings and purchased plants in Werkendam and Lewedorp, the Netherlands.

Expansion and acquisition trends continued throughout the decade. In 1975 McCain bought a Washburn, Maine potato processing plant; a year later it purchased another U.S. plant, in Easton, Maine.

In 1976, McCain turned back to Europe, buying a French fry production facility in Whittlesey, England. A third Dutch facility would follow in 1978, this time in the town of Hooffddorys.

McCain took a gamble on a newer frozen food in 1976 when the company built a frozen pizza production facility at its Grand Falls, New Brunswick location. The company made frozen pizzas one of its top priorities in the last part of the 1970s. McCain built pizza production businesses in Doylesfood and Ballarat, Australia; Scarborough, England; and Manitoba.

1980-2000: Expansion, Acquisition and a Family Feud

McCain bought Sunny Orange Juice Limited based in Toronto, Ontario, and entered the frozen beverage business in 1980. In subsequent years the company would increase its frozen juice holdings. In 1983 McCain bought a new juice processing plant in Grand Falls, and in 1987 the company went on to purchase another Canadian juice operation in Calgary.

In addition to the company’s new interest in juices, McCain diversified its Australian frozen vegetable business by buying a processing plant for vegetables other than frozen potatoes. McCain further diversified by investing in a frozen fish processing plant in England under the Tater Meal label.

McCain opened a French fry potato processing plant in Haines, France, in 1981 and by 1987 the company added another French plant in Betheune. The decade’s additional plant openings included the purchase of a Belgian frozen food company, Frima Viking, in April 1986. Frima Viking, the frozen foods subsidiary of Tractionel, operated plants in Ostend and Grobbendank, Belgium. McCain also developed its operations in South Africa and the United States. McCain bought an existing potato processor’s facilities in Othello, Washington, and Clark, South Dakota, in 1988.

To keep up with increasing European demand McCain spent $33 million doubling the production capability of its processing business in Haines, France. The following year capital improvements were made to its Othello, Washington, plant at a cost of $35 million.

If the decade of the 1980s was known for acquisition, the 1990s was highlighted by a series of plant retoolings and expansions. The McCain plant in Prince Edward Island, known for its specialty potato products, was given $36 million in improvements.

The company bought New Zealand-based Alpine Foods Limited in 1990, renaming it McCain Foods New Zealand Ltd.

A fire in 1990 near the company headquarters in Florenceville meant an additional outlay of $25 million in rebuilding costs but resulted in a state-of-the-art facility at the headquarters site. In addition to the production site at Florenceville, McCain added a new $2.4 million data facility.

A significant rift between joint CEOs and brothers Harrison and Wallace McCain developed in the early 1990s. The brothers had worked out a plan to smooth the transition when the two retired at age 75, or in the event that one or both of the two died. The plan failed when Wallace unilaterally appointed his son to lead the company’s U.S. subsidiary. This action led to a meeting of the directors and the firing of Wallace as co-CEO and president. A court battle ensued and the fight over the future of the privately held business turned ugly. In an article in the Financial Times, Bernard Simon wrote, “Harrison and Wallace thought they were moving the succession process along by giving their sons and nephews an increasingly active role. But it is hard to escape the conclusion that the participation of so many McCain family members in the business hampered rather than helped the process. Harrison says in an affidavit, ‘an atmosphere of distrust, intrigue, and maneuvering has existed.'”

The future direction of the company leadership was left up to the courts. A decision in February 1995 upheld the decision of Harrison McCain and the directors to remove Wallace McCain from his position as co-chief executive. Wallace still held a one-third stake in the company and argued for a public offering of McCain stock. The brothers could not reach an equitable agreement regarding a buyout of shares. Wallace McCain went on to take a position with Toronto-based Maple Leaf Foods.

McCain Foods began its South American debut in Argentina. In 1994 the company presented plans to build a potato processing facility in Balarce, Argentina. The plant opened its doors two years later.

The company acquired Everest Foods PLC of Womourne, England, and Growers Foods Limited of Hasting, New Zealand, in 1996. The following year McCain Foods Holland B.V. spent $41 million on a French fry line expansion project at its Lelystad plant.

One of McCain’s largest acquisitions also occurred in 1997 when the company bought the Ore-Ida Food Service frozen French fry and appetizer business for approximately $500 million from the H.J. Heinz Company. The buyout included a major production facility at Burley, Idaho, and four other U.S. plants. Several foodservice brands were part of the transaction, including Ore-Ida and Tator Tots brand potatoes, Rosetto frozen stuffed pasta, and Bagel Bites frozen bagel snacks.

The company introduced a new line of six varieties of snack strips in American Tex Mex and Cajun cuisine flavors. The products were designed to be deep fried and served with dips or as a side dish.

The McCain network expanded into central Europe in 1998 with the construction of a $78.6 million French fry production plant in Wroclaw, Poland. In addition, a host of expansions characterized the year. Besides the company’s entry into Central Europe, a third fry plant was built in Matougues, France. The renovated fry line in the Netherlands opened and a $70.8 million expansion was slated for the Easton, Maine business. Further growth was added in a $93.9 million facility in southern Alberta.

Towards the end of the decade McCain had become one of the largest producers of frozen potato products worldwide. The company spent 1999 acquiring assets of Farscheure d’Europe in Vic-sur-Aisne, France, and expanding production with a $68.4 million addition to its Argentinean plant.

McCain Foods made a decision to refuse to buy genetically modified potatoes in November 1999. Harrison McCain commented on the so called “Franken foods,” saying, “We think genetically modified material is very good science but at the moment, very bad public relations.” He added, “we’ve got too many people worried about eating the product and we’re in the business of giving our customers what they want, not what we think they should have.”

McCain embraced the new century with entry into South Africa. The company acquired a French fry plant east of Johannesburg and two frozen vegetable plants nearby. McCain Foods Canada purchased Aloro Foods Inc. of Mississauga, Ontario, in order to increase its frozen pizza product division. The year 2000 also brought plant openings at the newly renovated Easton, Maine expansion and the state-of-the-art French fry plant in Coaldale, Alberta. Capping the year, the company built a $7.2 million potato processing technology center. This research facility illustrated the company’s commitment to research agrarian methods and practices devoted to the potato. The facility grew out of the company’s interest in developing ongoing research to grow better potatoes with more efficient and economically affordable farming.

In 2001 McCain Foods worked another deal with the H.J. Heinz Company and acquired its frozen foods company in South Africa. The company also bought Heinz Watties Australia for $33 million.

The company broadened its inventory of frozen entrees and appetizers in 2002 when it acquired ethnic Chinese frozen food company Goodman, Fielder International Taiwan from Goodman Fielder Ltd. of Australia. The company also bought Wong Wing Foods of Montreal in 2002, adding Chinese entrees, egg rolls, and dim sum to its Canadian operations.

Business and industry began flooding into China and India in the early part of the 2000s. McCain broke into the Far East in 2004 when it announced plans to open a $43.3 million French fry processing facility in Harbin, Heilongjiang Province, in northeast China.

The following year the company began the process of opening an $18 million plant north of Ahmedagad, Guijarat Province, in India.

McCain Foods Limited stood out as the premier producer of frozen French fries and a growing competitor of ConAgra and other food giants. Its diversified product lines and global presence as well as solid business agreements with McDonald’s and various foodservice vendors made it one of the most profitable privately held businesses to date.


By Harmeet

Statement Of Intent

Posted: December 11, 2010 in Uncategorized

Authenticity is our module this time around and we have decided to make a moving piece image, we will be working in a pair with me (Harmeet) and Sunny, we both have our roles mine is the whole editing part while Sunnys’ is the soundtrack in addition to this we will both be doing the filming and lighting. Our aim is to create an Avant – Garde piece we have come up with aworking title it is “The Trippy Chippy”.

 Our whole idea is to create a production about chips; but in a completely authentic way. We start with a 360 pan of the setting with cuts in between this is to bring up suspense as we then make it seem as if it is a horror movie as we create a moving image piece in which we show how the chips were made. It starts with something getting stabbed, cut, sliced etc. Then you hear screams, it’s all fast paced cuts and a fast soundtrack with an eerie ambience, it continues with this manner, the audience see smoke which will be from the chip pan as well as blood which will be from ketchup.

Our production meets the module brief as it is authentic in the sense that most chip adverts are all family orientated for instance the McCain’s chips adverts, they show families together sitting around a table eating chips, with the patriarchal figure of the father at the head of the table as well as the matriarchal figure of the mother being the provider as she has made the food.  In our opinion this fusion of horror and the whole idea of the shock tactic is original much like the Cadbury cream eggs advert. They “kill” the egg in inhumane ways however it still appeases the audience and creates a humours feeling to the advert. We aim to try and display the same type of idea as the Cadbury cream eggs adverts but in a humours way as its chips.

 The idea for this production came from watching as mentioned before the Cadbury cream eggs advert. Also because of our previous production for experimental film we believe that we can create a moving image piece using the same conventions. Furthermore once we watched this we began to try and find other adverts that fit in to the kind of advert we will be trying to display and the Peperami adverts came straight to mind they create sadistic humour as the audience seek pleasure through the Peperami’s pain. We also looked at the opening scene to a programme called ‘Dexter’.

The idea seems to be a very long process and we both know where our weaknesses lie and that is lighting, we feel that lighting is going to be important in order to give this production the eerie scary feeling we need. But we both went to the lighting workshop and we feel a little more comfortable in creating a chilling atmosphere with the use of 3 point lighting. Our strong points are the editing as well as the soundtrack for the production as we both have done soundtrack and editing before.

In total we are looking to create a short moving piece image about 1miniute to 2 minutes long which follows the authenticity brief. We believe this to be a good idea and can be done to a very high standard.


By: Harmeet & Sunny

Final Idea

Posted: December 11, 2010 in Uncategorized

We decided with this idea as the final idea as me and Sunny both agreed that we could do something very creative with this. As we both really liked doing the avant-garde style of moving image production the experimental side was really fun to do, as it made us think outside the box and out our comfort zone.

Further the whole idea of The Trippy Chippy came about when I was watching T.V and I saw an advert for McCain’s chips and then straight after a Pepperami advert came. We both were really struggling to think of an idea and after I saw that something in my head clicked and I rang Sunny and told him straight away he liked the idea and the idea was created.

At first we couldn’t come up with a title someone said to me Deadly Salted which I liked the sound of, as well as this I could only think of calling it The Chippy. Sunny had the idea for the title The Trippy Chippy and we both thought it works well.

In addition to this after choosing our final, we began looking at a lot of adverts just so we know what conventions not to follow. We know that if we do an advert we would most likely have to make an actual chip packet as well as maybe a slogan and other advert conventions. This would’ve just made things allot harder and the idea we have already is challenging enough.

We both agreed that we like the whole idea of torture of the chips because it makes people guess to what we are actually doing. We wanted it all in close-ups so you see the actions but without actually seeing what is happening to the chips.

Finally we both know that this is going to be a very hard task for two people but we believe that we are more than capable of doing it. We both have experience in filming, editing, lighting and sound producing so we believe we can do this.

By Harmeet & Sunny


Initial Ideas 3

Posted: December 11, 2010 in Uncategorized

Sight and Sound:

Me and Sunny also had an idea which is to create a musical piece but by just using natural sounds, and we were going to show them sounds. Such as a bird tweeting so every time in the production you would hear a bird tweet you would see the bird. It would be a loop video about nature and its sound.

We both thought this to be a very good idea as we both are good with sound recording (me) and sound producing (Sunny). However it seemed hard to actually get the perfect sound we need for this to work.

The imagery was not a problem to shoot because we were going to go to a park. But there were a lot of sounds that were not generated by the park but more so from other people talking and walking as well as dogs barking and cars.


The video above musically shows what we were trying to do but it wouldn’t be that acoustic it would have a constant beat playing aswell. Also the video itself would be the actual sounds you hear on-screen.

Some visual ideas we came up with were documentaries from David Attenborough such as:

BBC Life on Earth:


The two clips above show nature the second clip about the mushrooms, is more on the lines of what we were going to try to show, however again this would’ve taken a long time to wait for something to grow and then add sound effects over the top.


By Harmeet