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Frozen food competitor ups marketing
Nature's Garden, a local frozen food manufacturer, is increasing its brand awareness through television commercials highlighting ordinary South African's, in quirky, vibrant and brilliantly colourful settings, each enjoying a mouthful of vegetables whilst trying to convey in words how tasty each mouthful is. For the benefit of the viewer, subtitles are at the bottom of the screen. The commercial ends with a cheerful South African voice saying that: “No matter how you say it, we're big on taste.”
The brand, although in coffin and upright freezers in all the major retailers since 2005, has only recently decided to grow the brand and the frozen vegetable category.
“The brand is natural, down-to-earth and authentic and we wanted to make sure the brand lives this personality through all the media touch points. The archetypal characters in the commercials, the settings as well as what each character is saying (or trying to say) absolutely conveys this personality. We are very happy with the direction,” says Bevan Lynch, brand manager at Nature's Choice Products
Working with Durban-based advertising agency, Public Address and Cape Town based online agency Cow Africa, consumers can expect to engage more with this brand on TV, in selected local print media, in stores as well as online at www.naturesgarden.co.za.
