0
the % that the meals performed at above target
0
units sold per week in KZN (record)
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.
The Festive season is aggressively competitive when it comes to fast food and casual dining options. Wimpy needed to drive salience with South Africans (particularly emerging market consumers) during the festive season with the promotional "double double" burger.
Solution
The brand decided to drive salience with South Africans over the festive period by mentally connecting the brand to the summer reality, instead of the summer 'dream'. To separate the Wimpy brand from the rest of the typical summer promotional noise, we cut the clutter by rather showcasing that when summer time means family ALL of the time, typically at gran's house, sometimes you just need a summer time OUT… at Wimpy. Our TVC unpacked those true, but actually funny, moments that all families go through when they share a space. Whether that's the lack of personal space, the never-ending dishes that need to be washed, someone asking why you're still not married yet, and even differing opinions on when to wake up. Ultimately the brand was the antidote to the 'not so nice' elements of gran's house by encouraging consumers to take a time out that they would probably so desperately need over the festive season at a Wimpy – with the Double Double Cheese Burger meal providing them with family sit-down value at just R59.90.
Results
Forecasts for promotional meals are benchmarked against the best performance of similar promotions in the past. The targets are strenuous - reaching them is celebrated, exceeding them is unheard of. Forecasts for the Double Double cheese promotion in 2018 were benchmarked at an average of 155 units per region per week. On average, the results came in at a mind-blowing 314 units sold per region per week, more than double the initial average forecast. This means the meals performed nearly 68% above target. KwaZulu Natal, a popular holiday destination revealed a weekly average of 365 units being sold per week; with week 5 of the promo hitting a record 504 units sold per week in KZN. This phenomenal results proved that Wimpy had salience and top of mind awareness over this summer holiday period. No other campaign over the last decade has performed this well, making this the most successful campaign of the decade. The campaign only launched in September of 2018, so brand tracking data and 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 emerging market consumers that far exceed their expectations
About the campaign
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
South African festive communication focuses on consumers going on leisure vacations, staying in hotels and generally having idyllic family moments. Due to massive urbanisation, the reality of South Africa's mass market is that summer time was time for 'amagoduka' - to go home; typically to grans house in small towns or rural areas. Most black South Africans, and indeed this insight applies across racial groups; have memories of summer at grans house. South Africans black and white have memories of getting up to grand mischief and forming lifelong friendships with cousins. While this is fun for the kids, it doesn't come without a fair amount of discomfort for young adults! Our Key insight thus delved into the fact that while summer time at Grans house means family time, it also means family ALL the time!
"The Wimpy Summer promotion far exceeded our maximum forecasts for the Double Double meal week on week and quite simply shot the lights out for us"Jacques Cronje, Marketing Executive at Wimpy
FoxP2 SA: 1st For Women Safety
FoxP2 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. Because a safer ...
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.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
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 emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Isobar Nigeria
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign