Van Den Bergh Foods is extending Peperami's irreverent 'Fanimal' TV ad icon with the launch of a new spoof web site for the snack brand.
As the Peperami home page appears, it is interrupted by a fictitious conspiracy theorist explaining that the page is being hi-jacked.
The underground-style site features photos, video and sound clips and downloads revealing that the snack is actually a bizarre cult.
The work is designed to get visitors more involved with the brand by providing interactive elements.
A data-capture mechanism is included in the site and consumers are encouraged to enter contact details and complete a questionnaire in return for a sound-activated 'Fanimal' Peperami toy.
Visitors can contribute photos and 'evidence' of the Peperami conspiracy for a chance to receive a Peperami outfit and get their 'theory' published.
Viral marketing activity will include an e-mail postcard section.
Katie Christian, brand manager for Peperami, said: 'This is about getting close to the ground and developing relationships with consumers.'
Head New Media produced the site after winning the business in June.
The online activity backs an ongoing radio and poster campaign by Lowe Lintas, whose parent, Lowe Group, owns a stake in Head.
Peperami has had a UK web presence since 1996. Previous activity was handled by APL Digital, prior to its merger with Lowe Howard-Spink.
The web site can be found at www.peperami.com.
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