South Africa's enduring number one tinned food brand and its favourite brand in 2012*, KOO, has launched a trans-media campaign that refreshes and modernises its appeal while still communicating the vast range of old favourites and innovative newcomers in its stable.
Devised by Draftfcb Johannesburg, the campaign spans digital and traditional media with an emphasis on television, outdoor and Facebook to talk to the brand's mainly female target market across the LSM 5-10 groupings.
Tiger Brands marketing manager responsible for the KOO brand, Vatiswa Sineke, had tasked the agency with revitalising the icon for a new more connected, more savvy consumer.
The starting point was the development of a brand identity that standardised its look and feel across all product ranges, media and channels. This incorporated a specific KOO photography style, modernised fonts and associating product categories with colour palettes to deliver a more contemporary image.
Then followed delivery of a strategy that would build associations of taste, quality, convenience, value and modernity across KOO's product range, while retaining the KOO attributes consumers know and love, like wholesome goodness and family values.
"Draftfcb Johannesburg mooted 'Make more Monate', a word that encompasses the sensation you experience when you share food and good times with friends and family, as the new KOO proposition," said Sineke.
"The Tiger Brands team was immediately attracted to this positioning because it allows functional attributes to be communicated in a fresh and relevant way while capitalising on the strong emotional associations people have with quality food.
"So, with KOO ensuring your meal is sorted, there's more room for laughter and good times around the table, times that really allow your inner nurturer to shine."
Instead of a regular commercial, the creative team delivered a mini TV series that sees two celebrities going head to head against one another in a cook-off. In each new episode, the incorrigible funny man, Tall Mo, and the delightfully charming and multi-talented, Zizo, host a different guest home cook. She (or he) is a typical man-in-the-street (woman-in-the-kitchen?) who has used a KOO product as the secret ingredient in a special dish. The celebs compete to cook the guest's recipe using what they believe that special KOO ingredient could be.
The series was shot in six days in studio by Dave Meinhert and Quizzical Pictures. The two-minute shows are flighting during Kumbelikhaya on SABC 1, but there are also batches of 30 second ads, each presenting a different recipe idea using KOO products.
Outdoor executions featuring mouth-watering visuals presented in a simple, clean and contemporary manner will further enhance the Monate proposition from March while Facebook will play a major role supporting the television components and building the proposition.
Group creative head, Kevin Yong, praised the Draftfcb Johannesburg team for bringing together the campaign is a relatively short period of time.
"It was always going to be a tough ask - scripting, shooting, editing and approving six 2-minute TV shows, six 30 second ads and six 30 second branded promos - within eight weeks. But, with client, agency and production house all pulling together, it almost seemed effortless. We're extremely pleased."
So, too, is the client: "The strategy and creative to date has been spot on, and we're pleased with where it's taking the KOO brand. We're looking forward to seeing the brand grow further and more deeply entrench its iconic status on South Africa's kitchen shelf," said Sineke.Credits:
Client: Tiger Brands
Marketing Manager: Vatiswa Sineke
Agency: Draftfcb Johannesburg
Strategic Planner: Kabelo Lehlogwane
Group Head Creative: Kevin Yong
Creative Director: James Cloete
Creative Director: Erin Brooks
Art Director: Nkgabiseng Motau
Copywriter: Mukondi Ralushayi
Business Unit Director: Michele Flynn
Account Director: Tanya Wilson
Production house: Quizzical Pictures
Director: Dave Meinhert