concept copy strategy
concept copy strategy
We conducted an experiment to prove to South African foodies that retail giant Checkers has a selection of wine, coffee, meat and cheese that is on a par (if not better) than the boutique selections they hunt for in specialist markets every weekend. We setup our own unbranded stalls in the popular Root 44 market and filmed the foodie’s reactions when they discovered where the goods they had just tried actually came from.
Our campaign flighted on TV with digital, print, and in-store support and I was involved in all the scripting and digital aspects.
A behind-the-scenes look at how we pulled a fast one over unsuspecting market goers.
This was the Butchery commercial that flighted on TV, YouTube, and Facebook.
This was the coffee commercial that flighted on TV, YouTube, and Facebook.