Brief: Find a way to reignite love amidst everyday working class South Africans for the Sunfoil brand and to stand out in the category.
Insight: Most South African traditional foods are fried in oil, and one cannot argue that some foods just taste better when fried. However, contemporary cooking habits have seen an onslaught - or rather an ‘unhealthy’ obsession - with a new-age kitchen appliance – the air fryer. The air fryer is a direct enemy of our product, and of Aunties all over the country.
Idea: Tradition Just Tastes Better
We brought back the love for fried food – not just any food, but home-made foods, steeped in tradition, love and familial joy. What better way to celebrate Sunfoil than to link it to something that is dear to the hearts of many South Africans – the notion of tradition.
Chief Creative Officer: Suhana Gordhan
Creative Director: Fu'aad Kasu
Art Director: Danike De Jager
Copy Writers: Devaksha Vallabhjee-Nel, Mandisa Vilakazi & Rene Robinson
Production: Nino Naidoo, Sharon Martin
Creative Director: Fu'aad Kasu
Art Director: Danike De Jager
Copy Writers: Devaksha Vallabhjee-Nel, Mandisa Vilakazi & Rene Robinson
Production: Nino Naidoo, Sharon Martin
