The resulting 'Serious about Smooth' campaign utilised three creative executions: 'Sumo', 'Steamroller' and 'Wrestler'to bring to life Yum Yum's playful tone and drive home their passion for creating only the smoothest peanut butter.
Yum Yum's Marketing Manager, Caroline Penfold, says, "This is a hard-hitting focused campaign that single mindedly communicates what makes us different and builds our fun and quirky brand personality."
To complement the new platform, 34 developed and implemented a hard-hitting retail promotion, offering consumers the chance to win a smoooooth share of R10,000,000 through a simple mobile entry system with pack purchase.
"This is a great example of a campaign executed true to concept and at the highest standards. We're confident that it will attract the attention of both mothers and kids, providing a sustainable communication platform for Yum Yum into the future," says Business Unit Director at 34, Tom Fels.
