Changing face of traditional advertising


Retailer Pick “N Pay will launch a unique lifestyle makeover reality TV show on e.TV, during the channel’s prime time slot on Monday, 6 September. The 13-episode show, Fresh Living TV, will run in 30-minute installments. It has been devised and produced by specialist branded entertainment agency, 2.0 Media and will form part of Pick n Pay’s new, consumer-focused approach to advertising.

Says Pick “n Pay’s marketing director, Jonathan Ackerman: “Fresh Living TV will allow the brand to move into a dynamic new space where we will engage local audiences with real-life makeover stories. Designed to reflect Pick ’n Pay’s tagline of being ‘Inspired by You’, the series is far more than an advertiser-funded TV show; it forms a multi-platform branded entertainment network that seeks to draw like-minded South Africans together into a supportive community via print, online, social media, POS and experiential activations.’

Fresh Living TV is a fusion of the lifestyle and reality TV genres, focusing on the real issues experienced by South Africans and the simple, affordable solutions that will ultimately assist them in becoming better providers for their families. Presented by popular radio DJ, Ayanda Tini, the weekly series will showcase everyday domestic disasters, with solutions being provided by Pick n Pay’s Fresh Living team of experts. Fresh Living magazine editor, food writer and TV personality, Justine Drake, will provide delicious, affordable cooking solutions.

According to 2.0 Media’s CEO, Peter Gird, “the Fresh Living TV series represents a departure from Pick n Pay’s corporate ad campaigns of the past and capitalises on the brand’s successful track record with its customer magazine, Fresh Living.’

Jason Xenopoulos, 2.0 Media chief creative officer, believes that Fresh Living TV is a groundbreaking example of a retailer making the important shift from shouting to listening. “One of the most powerful aspects of the show is its online component,’ he said. “Rather than relying on an internal selection process to identify candidates for the series, the process will be community-driven. We are inviting ordinary South Africans to submit their stories online to give the public the opportunity to review and rate the submissions. This public commentary will guide our choice of stories and will ensure that every episode remains relevant to the audience.’


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