The marketing team at Premier Foods wanted a fresh, feel-good meaningful TVC to bring back the iconic status of Snowflake Cake Wheat Flour in the hearts and minds of South African consumers as the number one choice of brand for baking.
Rohini Sawu, Snowflake's brand manager wants to reignite the love of baking in ALL South Africans. "We want to inspire people to tie on their aprons, get out their egg timers, put on their oven gloves and bake, bake, bake!"
The agency came up with the concept that baking is a labour of love which enhances life's special moments. Rarely do we bake for ourselves, we bake for our families, for our friends and our communities. The idea was to film a series of different South African households, depicting individuals baking various treats for their loved ones.
Says Festus Masekwameng, executive creative director of Mojo MotheRussia: "There is something very nostalgic about baking. There is a purity and innocence that reminds us of our childhood and the joy and anticipation associated with celebrating special occasions."
Art director, Neo Rakgajane adds: "We wanted to combine beautiful images with an infectious, happy jingle that would resonate with consumers and keep Snowflake in the forefront of their minds when shopping for baking ingredients. This, coupled with Snowflake's promise of flop-proof baking, means anyone
can bake successfully with Snowflake!"
"Working with MojoMR on the ad was a great experience", comments Rohini Sawu, "They understood exactly what we were trying to do with the brand, and brought 'bake happy' to life in the TVC."
The advert was shot by Ian Chuter and the creative team at Platypus Productions. TV producer: Henri Smit. Click here to watch the video [5MB]