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The fish that didn't get away
In a market with rapidly increasing consumer choice, I&J's Takalani Sesame Campaign (tied to the hit TV kids' programming), ensured that its range of 'Fish Fingers' and 'Chicken Fingers' retained a strong brand presence by commissioning BBDO Cape Town to develop an educational campaign that stimulated successful learning among fish finger-mad children. |
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Comments Nic Bednall, managing director of BBDO Cape Town, "This was an incredibly rewarding campaign to be involved with. Through child-friendly designs and clever educational activities, we were able to not only achieve exponential sales for I&J but also aid in creating a sense of fun in learning for mothers and children."
Working from the premise that fish can be an important brain food for young children, the campaign was developed around an innovative marketing strategy and included a strong social awareness programme.
A tie-in with Takalani Sesame turned product packs into 'brain boxes', generating excitement and appeal for mothers of young children. BBDO Cape Town produced a range of Takalani Sesame puzzles, quizzes and activities which were added to each pack. Endorsed by the Department of Education and Sesame Workshop USA, the games also included life skills and HIV/Aids awareness messages.
Running from March to December 2005, the original order of 1.2 million units - which doubled to 2.4 million by the end - was distributed to more than 100 000 households. And some yummy fish fingers got eaten along the way, too!
