South African pie brand King Pie has aligned itself to the phenomenally popular WWE (World Wresting Entertainment) show that airs on free-to-air channel e.tv on Sunday evenings by launching the Super Snack Down TV campaign. King Pie’s sponsorship will run for 12 months, thus allowing the brand entry into a popular and relevant market.
“This is a strategic move for the King Pie,’ notes Marketing Manager Nicholas Kuhne. “It reaches our core target market and allows us to run fun relevant campaigns on a creative level.’
The wrestling campaign leverages the “Don’t do this at home!’ messaging, reiterating responsibility and showing that whilst you shouldn’t do the wrestling moves you can eat the pies. This tongue in cheek campaign will be flighted on e,tv and Massiv TV, in all King Pie stores with additional competition elements on Facebook (www.facebook.com/kingpiebrand) and an interactive viral campaign on YouTube.
The brains behind the campaign included Kuhne, Matt Rowland (Executive Creative Director Draftfcb Retail) and David Golden with students from Reel Edge Film Academy.
Keeping in line with the King Pie focus on education and development – the Reel Edge Film academy was brought in to work on the execution of the campaign. The academy was provided an exclusive hand’s on learning experience for young students aspiring to enter into the world of film. Being involved in projects such as this allows the students a rare opportunity to go through the process of pitch to production. The open brief to the film school allowed the students to be creative in their experience, whilst the youth element added a fresh dynamic to the brand execution.
