Category: Fast Moving Consumer Goods
Advertiser: SOUTH AFRICAN POULTRY ASSOCIATION
Product/Service: EGGS
Agency: THE JUPITER DRAWING ROOM JOHANNESBURG
Chief Creative Officer: Brad Reilly (The Jupiter Drawing Room)
Art Director: John Withers (The Jupiter Drawing Room)
Copywriter: Themba Msibi (The Jupiter Drawing Room)
TV Production: Angela Engelke (The Jupiter Drawing Room)
Account Director: Phumzile Masina (The Jupiter Drawing Room)
Media placement: 10 Part Cooking Show - DVD & Recipe Book Giveaway - 01 September 2011
Insights, Strategy & the Idea
Behind the high rise buildings and paved streets of South Africa lies a much poorer population, where as many as 14 million people face a daily struggle to survive. Marginalised through poverty, lack of education and malnutrition, most don’t even have the energy to go out and change their circumstances.
There is however a simple food source that could benefit them all. Eggs.
Packed with essential vitamins and minerals, it is an affordable, healthy and versatile food source. To spread our message, we needed an information rich medium like the Internet. Unfortunately for us, only 6% of our market have regular access to the Internet. So, we turned to the one media avenue we knew would have an impact – The DVD player. Thanks to the scourge of movie piracy, more than 72% of homes in South Africa own a DVD player.
Creative Execution
With so much to say, we developed our very own, 10-part cooking show, filled with egg recipes, techniques and inspiration. The idea was to build a relationship between the consumer and the versatility of an egg, as well as its affordability.
We then burnt 70,000 DVDs and distributed them amongst our nation’s poorest, encouraging people to burn their own and share. Viewers were entertained and educated on the power of eggs and their wide range of uses in a media space they were comfortable with.
Results and Effectiveness
The results speak for themselves.
Over 70,000 DVD’s were burnt with unknown numbers copied and shared, helping to increase sales in that period by more than 99,982,600 eggs.
We turned a simple egg into something entertaining and enriching, giving hungry South Africans renewed energy. And the chance to change their lives.