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STRATEGY’S BRAND DEVELOPMENT FOR AFRICAN PRIDE MEATS.

Trends showed that South African consumers were celebrating their heritage with their choices of trusted local brands, an indication that our client needed to react and take advantage of this trend.

Nothing makes us South Africans feel more rooted to our heritage than carving a slice of biltong or sharing a stock of droëwors.

Based on this sense of proud belonging, we created a brand that links our culture and the unique South African social outlook. We developed a name, brand identity and packaging, and with a launch campaign that entailed radio, social media and in store point of purchase stands.
african pride image
african pride image
african pride image
african pride image

BEHIND THE SCENES

Have a quick look at the behind the scenes video for the Radio Jingle.
Soon after the launch of the brand, customer curiosity peaked and sales have been soaring along with national pride.
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