Kantar Millward Brown announces South Africa's Top 10 Best Liked Ads for Q1 & Q2 2018

The brands in the latest ranking reflect “a day in the life” of our consumers, they are all very relevant and easy to relate to, with some great South African humour coming through, showing that local is lekker, connecting with the consumer on an emotional level.

We’re seeing a clear creative competition going on between the fast food brands, Nando’s, Chicken Licken and KFC. What’s so great about some of the approaches from Nando’s and Chicken Licken is that they have engaged their consumers with strong story-telling, focusing less about the brand’s functional / tactical and practical information / price points. Make no mistake, South Africans love to hear about the functional messages from a brand – but these ads are great examples of how to create a strong, emotional and meaningful impressions in our consumers’ minds.

South African’s have become accustomed to Nando’s creative approach that takes a poke at life in South Africa and makes us laugh at ourselves (we need that). It’s this creative style and the way that Nando’s risks it all walking a fine line between appropriate and inappropriate - that has landed this ad in first place. A great example of understanding and engaging our South African consumers.

We also see quite a few car brands for a change, and a couple of global agencies highlighting the ads ability to cross borders and still engage in another market.