Wimpy creates new burger category

Posted: May 9, 2016

Wimpy, the 49-year-old fast-service restaurant in the Famous Brands stable, has created a new category of burger with the launch of the SLAM Burger, a 150g pure coarsely-ground beef meatball slammed onto the sizzling grill and then shaped by the unique SLAM press just long enough to lock in the succulent juices and flavour.

Joburg - Wimpy - Slam Burger 1

The new category is being introduced to the South African public via a TV ad running on the country’s major television stations from FCB Johannesburg and specialist production house, Hungry Films.

According to Wimpy Marketing Manager, Luise Peters, the new category introduces customers to a burger ‘like nothing they’ve ever seen or experienced before’ and will assist Wimpy attain key marketing goals.

Joburg - Wimpy - Slam Burger 5

“The SLAM Burger launch in South Africa provides Wimpy with the opportunity to expand its conversation with the mainstream market as well as grow its burger credentials,” she said.

The ad was conceived by FCB Joburg’s team of Executive Creative Director Jonathan Deeb, Associate Creative Director Kyra Antrobus and Copywriter Jessica Everson and shot by Hungry Films’ Ian Difford.

Post-production was handled by Nova, and Audio Militia composed the track ‘Whoomp, there it is’ off the original from the rap duo, Tag Team.

Joburg - Wimpy - Slam Burger 8

You can view the ad here: https://www.youtube.com/watch?v=v9o0rOPfv8Y


Client: Famous Brands
Brand: Wimpy
Marketing Manager: Luise Peters
Creative agency: FCB Joburg
Key account management: Mike Di Terlizzi, Musa Phanga and Muzi Mabhena
Executive Creative Director: Jonathan Deeb
Copywriter Jessica Everson
Associate Creative Director: Kyra Antrobus
Strategic Planner: Rita Doherty and Thobeka Sibiya
TV production: Vanessa Borthwick
Media Planners: The Media Shop
Production companies: Hungry Films
Director: Ian Difford
Editor: Nick Goodwin
Post-production: Nova