Breakfast snapshots

Charmaine Ellis, marketing director of Wimpy, says: "The one campaign that continues to keep people humming is The Wimpy/Watershed Fine Fine Way campaign.

"We are happy with the result of this campaign as the association with Wimpy and a South African song is in line with Wimpy's brand image - everyone's grown up with Wimpy. Our ancestry is American, our pedigree English, but Wimpy is as South African as braaivleis and boerewors."

It was the success of this campaign that gave Wimpy the confidence to tackle another campaign via a different medium - Kodak prints.

Everyone at some time of their life has had an opportunity to shoot an exceptional picture only to find they fluffed their opportunity when the prints are collected. Building on this theme, a "mistake" photograph has been included in every pack of Kodak prints being developed during April.

The 'mistake' photograph, half obscured by a thumb, is one of three images produced for this campaign - Elvis seen at a Café, a Yeti running through a park or a UFO flying over the Johannesburg skyline.

The back of the photograph carries a Wimpy SMS competition, where customers can win a Wimpy breakfast anywhere in South Africa, all travel and accommodation costs included.

The campaign, intended to boost Wimpy breakfast, has been handled by Morrisjones&co and Nota Bene.

"The beauty of this new channel is that it is completely uncluttered. It is a surprise and the creative certainly brings a smile to consumers' faces," says Ellis.

"It's great to get to implement fabulous ideas. It takes guts as it is not the usual traditional campaign which has been tried and tested," says Ann Wixley of Nota Bene.