Conceptualised by Saatchi & Saatchi Cape Town, Nulaid's new "The Fresher the Better" brand message has been conveyed using various egg characters that visually portray the unique characteristics of the various Nulaid products. Hence Nulaid's important role in baking is emphasised through an egg character wearing a chef's hat, whilst the egg brand's ability to nourish the mind comes across through an egg wearing a graduation cap.
Commenting on the new look for the brand, Nulaid General Manager Roelof Viljoen says, "The light-hearted nature of the egg characters gives the brand a fun, contemporary feel that will hopefully allow consumers to relate to the brand. It is also an approach that can carry through in a multitude of different executions, including the vehicle branding, and will ultimately allow people to automatically identify the brand with the various egg images."
On the transportation side, Graffiti was tasked with fully wrapping Nulaid's fleet, branding the vehicles with an egg character wearing a trucker's cap. Similarly, the vehicles for transporting grain feed to the farms have been adorned with an egg donning a farmer's hat. Graffiti Director Gavin Schlaphoff believes the new look be impactful on the roads, "The Nulaid egg characters are very visual and have become unique identifiers of the brand. In keeping with the rest of the campaign, the execution for the branded vehicles is very simple, and to-the-point. People who spot the vehicles on the road will see the eggs with their hats and automatically associate them with Nulaid."
The first phase of the brand relaunch commenced in Gauteng where the vehicle branding has been supported by the new-look product packaging, extensive in-store advertising, print advertising and a radio campaign on local radio stations. The campaign will now commence rolling out to the rest of the country.
Ends Nulaid's General Manager, "By branding the vehicles we have given ourselves a helpful tool in getting the new look out to the rest of the regions, as obviously the trucks travel extensively between regions, carrying the new image with them wherever they go and giving consumers a sneak peak of what's coming their way!"
For further information regarding branded vehicles and transit media please contact Gavin Schlaphoff at Graffiti on (011) 691 8400/08.