A new 30-second television commercial conceived by Draftfcb Durban and directed by Clive Will re-enforces the promise of the 51-year-old Rainbow Chicken brand – that it’s the best value-for-money offering on the shelf.
This concept of value has been aptly captured throughout the commercial in the endearing vernacular pay off line of “Rainbow Chicken, Ma ningi ningi’, which loosely translated says you get more for your money. (Rainbow’s key target is the South African mom in the LSM B income group.)
Narrated by a young girl, the commercial shows a mom teaching her daughter about the concept of value as they shop in a supermarket. The lesson is overheard by another shopper, who takes heed and switches to Rainbow.
Shot in studio and on location over one day, the ad broke on the last weekend in June and will initially flight for three weeks.
The Draftfcb Durban team comprised Associate Creative Director Brand Govender; Senior Art Director Declan Sharp; Account Director Karen Stephenson and Producer Kirsty Meier.
Despite a limited budget, the ad is crammed with detail; each shot carefully selected and crafted to reinforce the key message – Rainbow contains more pieces per pack which shrink less during cooking and therefore offer better value.
“The team did a great job,’ says Rainbow Chicken Marketing Manager Denzil Nightingale. “The tone of the ad is authoritative, without speaking down to the target audience. It clearly and simply shows why a mom on a budget seeks to choose quality brands like Rainbow, one that offers her family much more than just a price benefit and affirms her position of a smart meal provider in today’s tough economic climate.’
Rainbow Chicken was founded by the late Stanley Methven on his father’s farm at Hammarsdale outside Durban in 1960.
