South Africans know that the braai process is a long one. Your invite says noon, guests arrive at 3pm and we eat at like 5pm. So what do you do when you want the braai flavour but the braai meat is still being marinaded and the salads are still being ‘saladed’? Well…you open up a pack of Simba Steakhouse Beef Flavoured Chips - the braai-inspired, Chef Benny Masekwameng-endorsed snack.
To launch this campaign we had to rotoscope our new pack into the old television ad and reimagine the radio, OOH and digital. We even had to revamp the original line “Bambisa ngeSimba Braai Wors Flavoured chips” to “Find Flavour when you bambisa ngeSimba Steakhouse Beef Flavoured Chips”.
For social platforms we used games to launch the campaign, from our audience guessing the flavour and our official ambassador to searching for the packet in braai scenes. Our OOH allowed us to introduce Chef Benny with Mpho Popps as an integral part of the flavour, and to tap into the wall mural space – turning each mural into a QR-coded portal that opens up the Simba Steakhouse beef-flavour universe.