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Anat brand to be spiced up by ChilliBush
ChilliBush Communications, tasked with redefining, entrenching and building the Anat Falafel & Shwarma brand in South Africa, will be combining tactical PR, mall activations, promotions, direct marketing and advertising in its campaign for the fast food franchise which launches end February 2009.
Jackie du Rand, ChilliBush group MD, comments, “Our aim with the campaign is to reward regulars and encourage non-users to sample the product. We are convinced that the food sells itself - our task is to spread the word and get feet in-store.”
The Mediterranean cuisine fast food chain, established in 1991, has become synonymous with its delicious handmade pita bread, wraps, falafels, fresh salad, humus, homemade pickles, chili and its famous homemade chips. The Anat brand has kept to its ‘original' designs from humble beginnings, as a small mobile unit at Bruma Flea Market, to a nationwide franchise of 30 stores.
However, owner Anat Apter felt that after 17 years of operation and with the growth of the franchise, the brand needed a renewed “boost” in the market. She explains, “Our brand has been built on passion - we wanted a communications partner that really understands this and shares our vision.”
“It is great to work with such a passionate client. Anat and her team really live the brand; the agency will work hard to infuse this essence,” concludes du Rand.
