In 2010 Foodcorp and Design Indaba teamed up to create the Design Challenge 2011, providing the opportunity for young design students to recreate four of Foodcorp’s iconic brands, including the timeless Ouma Rusks. The winners were announced at this year’s Design Indaba. Cape Peninsula University of Technology Students Inus Smuts and Leon Bester walked away with a prize in recognition of their original and creative work for Ouma Rusks on the Whenever, Forever campaign.
Emerging creative talents of young South Africans were put to the test at 10 design schools across South Africa to produce innovative ideas including packaging, marketing and advertising in a quest to take Foodcorp’s iconic brands to a new level for brand loyal South African consumers.
The television commercial (TVC) is a quirky musical routine, with various South Africans dancing and enjoying Ouma rusks, all the while singing “Whenever, forever’. From pool boys to construction workers to people in their office taking a break, they all get progressively louder and dance more freely.
The 46 entries received were judged by a panel of experts including graphic designer Richard Hart, co-owner of the design studio Disturbance, Pepe Marais, executive director of Joe Public advertising agency, and Mike Schalt, co-founder of advertising agency Network BBDO. Each entry was judged on originality, creativity, appeal and purchasing power.
The students who participated in the challenge feel that it has been inspiring and thought provoking. It has also given them a new respect for brands and how the design process adds to the overall consumer appeal and experience with the brand, which leads to trial and repeat purchase.
“Foodcorp continually demonstrates its commitment to producing truly South African brands and they are just as committed to growing young local talent, with a strong belief in building local expertise in design alongside food innovation. We are delighted with the outcome of this venture and look forward to future projects of this nature,’ says group marketing director, Julliette Morrison.