British TV presenter and actor Joe Swash has joined forces with Peperami, starring in a new campaign video, Ban the Bland, in which Swash tries 'various sad snacks made famous in Britain, such as meat paste, peanut butter, and mayo sandwiches'.

The video culminates in Swash creating a 'British Tapas Board' using Peperami products, and he commented 'As a nation, we’ve got a bit of a reputation for our food being bland and boring. So, when Peperami asked me to get involved in the campaign, my competitive nature came out and I jumped at the chance to take part, eager to show people how we can do it better. Peperami gave me the power to create something really cool that could be enjoyed either at home in the garden or during a picnic in the park'.