Draftfcb Durban was tasked to raise awareness, on a tight budget, for Rainbow’s biggest retail Added Value brand, Simply Chicken.
Coming in at less than R400 000, the 30-second Simply Chicken TV spot was shot by director Clive Will over one day in a Johannesburg studio. It depicts appetising shots of Simply Chicken’s “made with breast meat’ viennas, polony and crumbed steaklets.
Will worked closely with the Draftfcb Durban team of associate creative director Brandon Govender, senior art director Declan Sharp, account director Karen Stephenson, and producer Kirsty Meier.
Launched five years ago, Simply Chicken targets mums who are juggling work, home and children and want to provide quick, nutritious and tasty meals for their families.
Said Rainbow Marketing Manager Lee-Anne Govender: “Our experience over the past five years has been that Simply Chicken products have excellent repeat purchase, and this has contributed much to the brand’s standing within the Rainbow product portfolio.
“It also suggested that raising brand awareness, which is low within our key target market given Simply Chicken’s brand age, and prompting product trial could positively benefit the brand’s share further.
“Draftfcb Durban was tasked with developing an ad which clearly and effectively communicated the main benefit of Simply Chicken – that is, “made with breast meat’ – in a way that highlighted the entire range.
“The agency met our brief 100%. Draftfcb understands our brands, our budgets and our objectives exceptionally well. They are one of our key strategic partners.’
The TVC broke on national television stations on 29 July and will flight for around a month.
