The Bakers ‘Bokke’ Iced Zoo biscuit — a clever well-timed idea
A simple, clever and well-timed idea can be very rewarding. Such was the case with the South African Bakers Iced Zoo® Biscuit social media post created by M&C Saatchi Abel Gauteng – wishing the Springboks well for the semi-final match in the Rugby World Cup.
The ‘jumping springbok’ Iced Zoo® Biscuit is a regular in the box. By adding the headline “Go You Biscuits” it became a rallying cry for Springbok supporters around the world.
“The beauty of this idea is that we’ve always had the jumping springbok in the Iced Zoo® Biscuit menagerie – it’s even on found on the green coloured biscuit. As an instantly recognizable idea we were able to re-ignite the kid in all of us in a nostalgic way and show support for the national rugby team,” says Nick Liatos, executive creative director at M&C Saatchi Abel Gauteng.
The ‘Bokke’ Iced Zoo® artwork was posted online at the time of the semi-final match between the Springboks and All Blacks. It was shared across various social media platforms, with users even using the image as their profile picture.
“The post on the BakersSA facebook page managed to achieve 1727 likes, 57 comments and 4113 shares, reaching 268 435 people via social media,” adds Liatos.
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When Maurice and Charles Saatchi started this agency, it was in the belief that “Nothing is Impossible”. On the wings of such a belief, we opened our doors in South Africa in February 2010 during a very challenging time in the market, and set ourselves the ambitious goal to become South Africa’s leading strategic marketing communications consultancy.
Our belief that “ brave is the new safe” has paid off handsomely. Because since then, we have made significant progress towards that vision by not only growing our talent pool to 150 people, but by being crowned the best performing agency in the M&C Saatchi global network in 2011, and by being recently awarded the Finweek AdReview Breakthrough Agency of 2012. We were also the only integrated agency to receive a AA rating.
We did this by implementing our founding principle of Brutal Simplicity of Thought – where simple messages enter the brain faster and stay there longer. It’s at the heart of everything we do.
As a federation of entrepreneurs, we gravitate around our single rallying call to grow our client’s business through powerful ideas. Along the way we happen to produce some great advertising too. We are an agency of friends. People who like and trust each other. We work hard. We play hard, and we share a flat refusal to accept the status quo. It’s how we are. Clear, unambiguous, honest. And importantly, measurable. Which is why our colours are Black and White.
Our agency has a flat structure that runs its two offices as a singe collaborative business, rather than as individual agencies in different cities. Our fully integrated services are aligned to the business challenge, from channel to connection.
As Dr Seuss once said, “Sometimes the questions are complicated but the answers are simple”.
And we wholeheartedly agree with that.