Lunch Bar is South Africa's leading chocolate count-line and Makhathini has done much to popularise this brand over the last 18 years. Research showed that there were signs of the Makhathini concept wearing out and Publicis took up the challenge to come up with a fresh new approach to Lunch Bar advertising.
An interesting insight was uncovered amongst the core target market - LSM 4-7 single males - that they all believed that they had undiscovered potential or talent. It was this belief which is expressed in the new payoff line: ‘Lunch Bar Much, Much, More'.
The creative team that conceptualised the new direction was led by Publicis creative director, Kamlesh Jogee, who explains: “This insight gave us a unique opportunity to look for extraordinary yet unexpected talent to dramatise our concept that Lunch Bar consumers are imbued with talent and are waiting for the opportunity to display their wares or be discovered. We have shot two commercials with the first featuring a man on a railway station platform who turns into an extraordinary dancer. We believe that this new advertising platform will generate years of exciting new commercials just as Makhathini had done. Because of the campaign's relevance we believe it will spark positive conversations about Lunch Bar which will help grow the brand.”
