Challenge
Perceived as an old white brand in a young country with an exploding young black middle class, Wimpy needed to connect with young black middle class South Africans. According to the literal middle-class definition by the National Income Dynamics Study, 83% of South Africa's middle-class are black. As a mass market brand; Wimpy had to grow resonance with the black middle-class to grow market share. Additionally, Wimpy is strongly associated with breakfast and burgers. South Africans, particularly black South Africans, love meat on the bone. For many black South African men, a burger is not seen as a 'real meal' that can satisfy an African man. In order to grow resonance with the emerging market, Wimpy had to grow their credentials as a destination for meat on the bone.One competitor, Spur was strongly entrenched in the emerging market and dominated the market as South Africa's favourite sit-down restaurant and a popular destination for grills. The challenge was to move Wimpy into the consideration set for grills and meat on the bone with a promotional meal called the 'Grill Up Fill Up' which offered consumers a quarter chicken, 300g ribs, a side serving of chips, and bottomless soda.
Strategy
6 out of 10 black South Africans are the first of their families to enter the middle class. For many, who did not grow up eating with a knife and fork or patronizing restaurants, the etiquette of sit-down restaurants can be intimidating. A dipstick survey revealed personal preference and etiquette differed wildly in terms of how one should consume meat on the bone. Is it ok to use your hands, at a restaurant? Do you have to use a knife and fork?The survey revealed personal preferences, societal expectations and pressure. Some consumers hated sticky basting on their hands. Some consumers couldn't fathom not using their hands, stating it wasn't satisfying to eat with a knife and fork… you couldn't really get to the meat on the bone which was really frustrating for consumers! Many consumers reported feeling forced to eat with a knife and fork in public settings, looking longingly at the meat left on the bone that the knife just couldn't get to! The strategy hinged upon the insight that preferences vary when it comes to eating meat on the bone. Creating a welcoming '"however you like it" positioning for the brand will broaden the appeal of the brand
Results
Forecast figures for the Grill Up Fill up in 2018 were benchmarked at an average of 75 units per region per week. This is based on similar best performing campaigns in the past. For a brand with poor associations as a destination for grills; the targets were strenuous. Reaching them is celebrated, exceeding them is unheard of. On Average, the results came in at 20% above target; with some regions doubling their weekly forecast figures. This was the most successful grill promotion in the history of the Wimpy Brand. The campaign only launched in September of 2018, so brand tracking empirical data is not yet available. Anecdotally however, franchises and the client can attest to the fact that the campaign pulled in an unprecedented number of consumer in the black emerging market far exceeding client expectations.
About the campaign
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emerging black consumer
"You know a promotional meal does exceptionally well when franchisees literally run out of ribs to sell and that’s exactly what happened with the Grill Up Fill Up promotion at Wimpy stores across the country! ‘The promotion did amazingly well and consumers just loved how relatable the advertising was"Tumi Sebopa, Brand Manager at Wimpy
iProspect SA: MultiChoice FIFA OOH
iProspect SA: MultiChoice Search at its optimum
Our FIFA World Cup search campaign highlights how savvy search setups can deliver results for brands and eliminate same stable cannibalization.
iProspect SA: Delivering Dynamic Ads and Data Driven resu...
We set out to target sports fanatics who would subscribe to Multichoice Pay TV to watch the 2022 FIFA World Cup. We held high ambitions to deliver personalised communication whilst outperforming...
DENTSU CREATIVE SSA: Trophy Stout: Reclaim Your DNA
Most of Nigeria’s greatest artistic treasures are held in Western museums, which refuse to return them. As Nigeria’s proudly 100% homegrown beer with a history of supporting Nigerian cultural in...
iProspect SA: A First in Africa! Bringing Digitally Dynam...
The world's biggest sporting event; The FIFA World Cup!
We enabled Supersport to capitalize on the hype that comes around every 4 years, through this data-driven project that elevated the us...
iProspect SA: MultiChoice and Udemy: Bringing online lear...
In a move to empower African customers with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online learning, to pr...
iProspect SA: Corona - Free Range Humans 2 Campaign
Contrary to Corona’s belief of “living life outside”, humans spend 90% of their lives indoors. Their “Free Range Human” campaign was therefore conceptualised to inspire people to answer nature’s...
iProspect SA: The SuperSport App Experience – your person...
This is AFRICA - where sport connects and empowers nations!
We launched the impressive SuperSport App Experience to eagerly awaiting African audiences, by embarking on a bespoke digital stra...
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.