Draftfcb Durban ‘Simply Not Chicken’

Draftfcb Durban has proven it is simply not chicken about challenging production budgets with an ad for Rainbow's biggest retail Added Value brand, Simply Chicken.

Launched just five years ago, the range of high quality convenience products targets mums who are juggling work, home and the kids - they are looking for ways to balance the busyness of life with wanting to do the best for their families especially when it comes to their children's nutrition. They want to provide quick, nutritious and tasty meals.

The brief to the agency was to raise awareness for the young brand ... on a tight budget.

Said Rainbow Marketing Manager Lee-Anne Govender: "Our experience over the past five years has been that Simply Chicken products have excellent repeat purchase, and this has contributed much to the brand's standing within the Rainbow product portfolio.

"It also suggested that raising brand awareness, which is low within our key target market given Simply Chicken's brand age, and prompting product trial could positively benefit the brand's share further.

"Draftfcb Durban was tasked with developing an ad which clearly and effectively communicated the main benefit of Simply Chicken - that is, 'made with breast meat' - in a way that highlighted the entire range."

The 30 second television commercial was shot in a Johannesburg studio over one day. It depicts - simply, of course - appetising shots of the 'made with breast meat' viennas, polony and crumbed steaklets.

Coming in at less than R400 000, the spot was shot by director, Clive Will, who worked closely with the Draftfcb Durban team of Associate Creative Director Brandon Govender, Senior Art Director Declan Sharp, Account Director Karen Stephenson, and Producer Kirsty Meier.

"Draftfcb Durban met the brief 100% - despite having a limited budget, and a perfectionist client," said Govender, only half joking.

"The agency understands our brands, our budgets and our objectives exceptionally well. The team is one of our key strategic partners, and met the challenge to deliver a clean and uncluttered commercial that we're certain will do its job."

The TVC broke on national television stations on July 29 and will flight for around a month.

C-Cubed Communications
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