Ian Chuter from Platypus Productions recently directed 20 commercials for Woolworths to promote their role as the food sponsors of Master Chef South Africa, which started on M-Net and M-Net HD on 20 March.
Chuter, one of South Africa’s leading food specialists, has recently attracted boards from as far afield as Russia and Indonesia. He’s been working with Woolworths for over four years but feels that the Master Chef campaign is “one of the best we’ve ever done’.
Glenda Philp, head of Brand Communication for Woolworths Food, agrees. “We are extremely happy with the results of the ad campaign and the team at Master Chef agree that it is one of the best sponsor campaigns they have seen for the show. We are excited to be the food retail sponsor for the first Master Chef South Africa so it was really important that we delivered a campaign that was different and innovative, with high production values.”
The commercials have a natural, textured, yet contemporary look. “We concentrated on making typically distinctive Woolworths ads, so the focus is on the food, not just on Master Chef,’ says Chuter.
Platypus provided a full-service creative solution, handling the edit, graphics and postproduction in-house.