Caroline Penfold, marketing manager of culinary at Foodcorp says, "We plan to continue to communicate our versatility and entrench our positioning, 'Not too mild, not too tangy, just right'. We are hoping to create an emotional connection with consumers using the chef character that is warm and endearing. We also want to build awareness for the brand and entrench our value proposition."
Poking fun at the handling of recurring themes in soap operas like theft, betrayal and infidelity, the campaign strategy follows the antics of two soaps, Generations and Rhythm City. Gently reworking the dramas and scandal of these award-winning shows with cheeky humour and insightful tact, for the Chef and her friends' potential drama abounds, but in each case, she saves the day.
"Taking our cues from this genre, we've created parody scenarios, relevant to South Africans and specifically our target market. These scenarios will be centred on families (and other characters they encounter) and their many intrigues, as is typically found in soaps."
"We have also created a character that will become our brand ambassador; a woman our target market will identify with and who would fit perfectly into a soap herself. She is sassy, nosey, sweet, fabulous, vivacious, witty and sincere."
From accusations over missing cash in the stokvel; an allusion to infidelity on the part of a pregnant woman; and a wife's suspicion of her husband and his secretary, in each scenario the scene is set for soap opera style drama. However, thanks to the Chef and the great taste of its mayonnaise, all is explained...plausibly.
"These commercials will help to continue to position the product as versatile, adding flavour, binding, lubricating and allowing for play and creativity. It will also position the brand as an authority in the kitchen helping Moms to be imaginative by providing exciting meals filled with love," concludes Penfold.
