Snack brand Peperami unveiled a huge cardboard installation at The Glades shopping centre in Bromley, London, to celebrate the release of its new Chicken Tikka Skewers.

The activation invited people to open the cardboard box, revealing the skewers and a host of prizes, that included branded merch and a whole year’s supply of skewers.

TV personality Harry Aikines-Aryeetey (Nitro in Gladiators) dropped teasers about the event and quizzed the public, capturing their reactions on the day.

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According to the brand, the stunt is part of a wider multi-channel campaign that will be released over the coming weeks. It will run across TV, digital, radio and influencer bursts.

Mark Campion at Fearless Union, said: “This campaign was all about ripping into the chicken category with something bold, cheeky, and guaranteed not to leave you bored.”

“From the cryptic teaser to the live unboxing chaos, every moment was designed to provoke curiosity, spark conversation and deliver flavour,  both literally and creatively,” he added.