A new campaign from FCB Joburg, Team Best and Hungry Films for Famous Brands’ casual dining destination chain, Wimpy, is promising South Africa’s meat lovers a ‘thrill’ the next time they opt for a grill in one of its restaurants.
Targeting consumers within the LSM 6-7 groupings, the two television commercials launching the campaign – ‘Pasta’ and ‘Wraps’ – were conceived by the agency’s Executive Creative Director Jonathan Deeb, Creative Director Suhana Gordhan, Copywriter Thabang Manyelo and Art Director Tshepo Mosoeu.
They introduce viewers to Papa, a man who won’t accept that a meal without meat just isn’t a proper meal.
“To increase brand relevance and grow market share, Wimpy wanted to enhance its positioning as a casual dining destination offering big eat and value grill meals,” said Marketing Manager, Luise Peters.
“To do so, it created the ‘Thrill of the Grill’ promotion for just R59.90 demonstrating that, when it comes to satisfying their meaty craving, consumers can do so at Wimpy, without breaking the bank.
“The agency then created Papa, a man who is firmly against meals that do not feature meat to demonstrate the Wimpy offering. Whenever Papa hears words from the kitchen that imply that his wife is planning a meatless feast, he interrupts her, distracts the family and whisks them off to Wimpy.”
“Papa is a slightly cheesy character, making silly puns and attempting to be hip as he distracts his teenage boys and their mother from the planned salad wrap and pasta meals,” added Gordhan.
“However, while his behaviour in the kitchen fails to impress them, the entire family is impressed with the Thrill of the Grill, such is the power of Wimpy.”
The ads are flighting on SABC 1, 2 and 3 as well as M-Net, eTV and DSTV. They were shot over two days in Melville.
Client: Famous Brands
Marketing manager: Luise Peters
Creative agency: FCB Joburg
Key account management: Mike Di Terlizzi, Musa Phanga and Muzi Mabhena
Executive creative director: Jonathan Deeb
Creative director: Suhana Gordhan
Copywriter: Thabang Manyelo
Art director: Tshepo Mosoeu
Strategic planner: Thobeka Sibiya
TV production: Vanessa Borthwick
Media planners: Tahnee Cokayne
Production companies: Team Best and Hungry Films
Director: Bryan van Niekerk and Asher Sholtz (Team Best), Ian Difford (Hungry Films)
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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