The purpose of the commercials, in addition to launching the new range and building awareness for the nine different blends1
, is to demonstrate how easy they are to use to add flair to everyday dishes. The ads were also created to highlight the new innovative packaging and sexy flip-up lid of the new range - a complete departure from anything currently in the Robertsons stable.
In both commercials, the camera focuses on a simple but superb-looking dish being prepared while the cook describes how he, or she, creates his signature meal. The voice-over provides a hint as to who may be doing the cooking, however the cook in each commercial is only revealed at the very end.
One execution features 'Mama Jack', or at least funny man Leon Schuster dressed and speaking in his Mama Jack character - "All the men will love it!", while the other puts ace comedian Soli Philander in the spotlight as he makes reference to his television show Lerikieraai
- "Take the raai-raai out of making fabulous pasta dishes."
Robertsons Herbs and Spices Marketing Manager, Brian Rea says, "We continue, in all our communication, to build on the strong sensory credentials of Robertsons Herbs and Spices.
"However, a little light humour or a tiny touch of the unexpected always goes down well with any target market. Soli and Leon provide this as they are firm local-grown favourites."
The commercials were developed by the creative team of Steven Smith and Iain Galvin of FCB Durban and breaks on national television on October 30. Note:
1. The new seasoning blend range includes: Braai Mix Seasoning, Salt and Pepper Seasoning, Country Garlic and Herb, Seasoning Salt, Savoury Red Meat Seasoning, Zesty Lemon Pepper Seasoning, Mediterranean Vegetable Seasoning, Pesto and Parmesan Seasoning, Spicy Portuguese Seasoning.