Fish & Chip: THE CAMPAIGN THAT NEVER FLIGHTED

Credits & Description:

Advertiser: TASTE HOLDINGS
Agency: METROPOLITANREPUBLIC
Category: Internet Film Series
Advertising campaign: THE CAMPAIGN THAT NEVER FLIGHTED
Art Director: Bheki Yende (Metropolitanrepublic)
Digital Director: Angie Hattingh (Metropolitanrepublic)
Group Head: Ernest Ray-Ray Mphande (Metropolitanrepublic)
Group Account Director: Kim Nast (Metropolitanrepublic)
Copywriter: Nwabisa Tolom (Metropolitanrepublic)
Chief Creative Officer: Paul Warner (Metropolitanrepublic)
Producer: Simone Bosman (Metropolitanrepublic)
Strategic Director: Tlali Taoana (Metropolitanrepublic)
Cartoonist: Mdu Ntuli (Mducomics)
Art Director: Sakhumzi Piliso (Metropolitanrepublic)
Account Manager: Karabo Motjuwadi (Metropolitanrepublic)
Copywriter: Ntokozo Tshabalala (Metropolitanrepublic)
TV Producer: Tshepiso Moerane (Metropolitanrepublic)

Implementation
In order to re-launch a promotion that many people didn’t even know about we were going to need a big budget campaign. The only problem was that, unlike big global fast foods brands, we only had a marketing budget of $55 000. We needed to create a campaign that would flight on every TV channel, make front-page news and have a radio campaign that would reach international audiences. We wanted to make social commentary and ensure that our re-launch becomes a talking point that engages all South Africans in conversation and debate, in their own homes.

Relevancy
We wanted journalists and major news networks to spread word of the re-launch of our $2.50 meal promotion. So, we took an unconventional and daring route because we were not only doing a promo, we were also addressing the elephant in the room that the country was afraid to speak about.

Outcome
After we re-launched our $2.50 meal, we reached over 450 000 people on Facebook. Through YouTube and online media, the commercial was downloaded over 250,000 times. Through Twitter, the campaign exposure was almost 775,000 impressions, reaching almost 500,000 accounts. In the end, our $5000 TV commercial returned $2 million of PR - a return of investment of over 32 692% in just 10 days. It was not only a topic of discussion around dinner tables; it was also a topic of discussion in Parliament.

Client Brief Or Objective
At the re-launch of our promotion, 50% of South Africans were unemployed, and our president was allegedly splurging $27.5million on a house. We needed to re-introduce an affordable solution to all South Africans - our $2.50 meal was it.Within a week, 600 outlets nationwide reached record sales and sold out. Our $5 000 commercial turned into $2 million worth of PR in under 10 days, with a crazy return on investment of over 36 692%. Everyone on radio and social networks spoke about the $2.50 meal promotion, we even made front-page headlines.