MXI / RORY TALKS FOOTBALLPeperami
Rory Talks Football × Peperami

BIG FOOTBALL.
MEATY TAKES.

Rory already brings Peperami into his content. Let’s build on that enthusiasm with matchday snacks, strong football opinions and a format fans can come back for.

Explore the three ideas ↓

Initial concepts for discussion · September 2026

Rory Cook at the podcast desk in an Arsenal shirt
The starting point

The product is already
part of the conversation.

Rory’s recent organic Peperami post gives a feel for his enthusiasm and humour before a campaign brief enters the picture.

It is an organic example, with more of his natural flair. Campaign content would be developed together around the agreed tone, product and messaging.

Watch the organic example ↗
Three creative routes

MORE BITE.
MORE FOOTBALL.

Three proposals built around Rory’s existing voice. Each has a distinct hook, a clear role for Peperami and a route from a single test to repeatable content.

01
The strongest recurring route

BIG MEATY TAKES

Rory puts one properly arguable football opinion on the table. Peperami becomes the partner of the take, with enough substance to start a real fan debate.

“Your best player doesn’t automatically belong in your best XI. Here’s why.”

HOW IT PLAYS

  1. Open with the opinion, not a sponsor introduction.
  2. Rory makes his case using his familiar direct-to-camera style, with the product in the opening setup and a short branded title.
  3. He asks fans to defend the opposite view. A later instalment can respond to the strongest comments.

WHY PEPERAMI

Turns the brand’s boldness platform into Rory’s natural football opinions. The humour comes from his conviction and the fan response.

PROPOSED FORMAT

One short-form pilot, with an option to develop three further instalments around selected fixtures.

Development of your Bold Move discussion. Working title, not a confirmed campaign name.

02
The easiest product-led pilot

MATCHDAY SNACK DRAFT

Rory treats his matchday snack selection with the seriousness of a deadline-day signing. He tries a brand-selected Peperami product and decides where it belongs in his matchday routine.

“I’ve made one signing before kick-off. Let’s see if it makes the starting XI.”

HOW IT PLAYS

  1. Reveal the product as a new signing, with mock-serious transfer commentary.
  2. Show an honest taste reaction and the matchday setting. Any product information comes from the approved brief.
  3. Give the signing a football-style verdict and ask fans what earns a place in their matchday lineup.

WHY PEPERAMI

Combines the existing organic review behaviour with bold flavour and a recognisable football format.

PROPOSED FORMAT

One short-form video around a selected product, with optional supporting Stories agreed separately.

Developed from Rory’s product-tasting and perfect-matchday-snacks suggestions.

03
The audience starts the debate

BITE BACK

Rory takes a football opinion from his comments and responds with a short, funny rebuttal. Peperami introduces the recurring feature, while his audience sets the agenda.

“You said Arsenal’s season is already over. Right, let’s have a word.”

HOW IT PLAYS

  1. Open with a real audience comment and Rory’s immediate reaction. Keep the focus on the football opinion, with the commenter’s identity hidden unless permission is agreed.
  2. A short “Bite Back with Peperami” introduction and natural product presence establish the brand, before Rory delivers his case in his usual style.
  3. Invite viewers to leave the next opinion for him to bite back at. The strongest football debate becomes a future episode.

WHY PEPERAMI

The name connects the snack to Rory’s sharp replies and gives the brand a repeatable place in the conversation. The tone stays playful, with the football argument as the target.

PROPOSED FORMAT

One short-form pilot, with an option for recurring comment-response episodes. Unlike Big Meaty Takes, the starting point comes from the audience.

New proposed format building on Rory’s existing reaction style. Working title and branding subject to agreement.

Watch Rory in action

THE PERSONALITY.
THE PRODUCT.
THE PROOF.

Start with Rory’s organic Peperami post, then explore four brand collaborations. These examples show different formats and partnership structures to inform the creative discussion.

Football selection × brand integration

EA Sports FC

Watch original video ↗

England XI vs Panama with FC 26. A useful reference for bringing a brand into Rory’s natural football discussion and selection formats.

Open original video ↗
World Cup watch-party content

Coca-Cola

Watch original video ↗

A match-viewing occasion with a brand partner. Relevant context for the proposed Matchday Snack Draft and the role of a product within the football experience.

Open original video ↗
Creator content with paid-media permissions

CLUB

Watch original video ↗

Rory’s football-game partnership included TikTok and Instagram advertising permissions. The brand subsequently requested extensions across three videos, showing how usage can continue beyond the initial post.

Open original video ↗
Football-led partner content

Zilch × Arsenal

Watch original video ↗

The Arsenal scarf collaboration, included in Rory’s media pack. A further reference for his on-camera delivery within a football brand partnership.

Open original video ↗

Playback is provided by TikTok and Instagram and may require cookies or sign-in. Use the original-video links if an embed is unavailable. EA Sports FC, Coca-Cola and Zilch examples are sourced from Rory’s media pack; CLUB usage context is drawn from the campaign correspondence. No sales or paid-media performance results are claimed.

The campaign connection

BOLD IS THE BRIEF.
RORY IS THE VOICE.

Peperami’s current website leads with “Be Bold. Be Meaty.” and its Sheep Mullet film. The brand’s Micah Richards ambassador announcement also puts football personality and humour in focus.

Our recommendation: launch with Matchday Snack Draft to show the product fit, then develop Big Meaty Takes as the repeatable partnership. Bite Back lets fans set the agenda through their comments.

Campaign references reviewed 22 September 2026. These are creative proposals, not confirmed brand briefs or evidence of current media spend.

Current brand platform and film ↗ · Brand ambassador announcement ↗

Peperami Be Bold Be Meaty campaign artwork, featuring Original and Doritos BBQ packsCurrent Peperami campaign imagery · Product selection subject to brief
A closer look at the community

FOOTBALL FIRST.
RORY’S PEOPLE.

Fans who come for his point of view, and stay for the debate. A snapshot of the audience behind the ideas.

01 / LOCATIONUK
46%

Based in the UK

Almost half of the combined audience is UK-based.

02 / AGE18–34
72%

Aged 18–34

The largest share sits within this adult age range.

03 / GENDERMALE
87%

Male audience

A predominantly male football community.

Source: Rory’s media pack. Approximate TikTok and Instagram audience data, weighted by follower base, April–May 2026. Updated platform insights can be supplied for campaign planning.

Explore the full media pack ↗
The next step

Pick the route.
Build the brief together.

Choose one of the three creative routes, or pair the product-led pilot with a recurring football feature. MXI can then shape the deliverables and fee around Peperami’s priorities, timing and budget.

Final concepts, product claims, posting dates and any paid-media usage would be agreed before production.

Discuss with Ross ↗