Dolmio Pepper Hacker

Italian food brand Dolmio have been bringing families together for dinner for 30 years. But there's a problem. Technology has hijacked family dinnertime.

So we created the Dolmio Pepper Hacker. The pepper cracker that turns tech off and family dinnertimes on.

The Pepper Hacker features hidden custom software that mimicks the household WiFi network. This tricks smart devices within the home to disconnect from the WiFi network and connect to the Pepper Hacker’s in-built WiFi chip, blocking all outgoing data. 

In 2014, we built a few and used them in a social experiment which we captured on camera.

The online film has been watched over 100 million times and was the 3rd Most Watched Ad of 2015 on YouTube.

In 2016 we went into mass production making thousands of Pepper Hackers which we gave away via an on-pack promotion. A campaign microsite detailed the technology and enabled people to enter the promotion. And an online film, ‘The Look Up Experiment’, watched by millions, helped spread the word.

Awards B&T Awards: Campaign of the Year. Cannes: 5 Finalists. Spikes: Bronze, 4 Finalists. AWARD: 2 Silver, Finalist BEfest: Bronze. ADMA AC&E Awards: Highly Commended, 3 Finalists. EFFIE: 2 Finalist. Webby: Honoree. New York Festival: Finalist.