AROMAT | CONFESSIONS OF A MEAL
ROLE: Creative Direction | Visual, copy and production
Confessions of a Meal was a campaign created out of the need to remind South Africans of the great flavour that comes with Aromat products and to drive sales.
From a strategic viewpoint, the problem we need to solve is to re-establish Aromat as the original food flavouring sprinkle loved by South Africans as the market has been penetrated by more affordable, lower quality imitation products. And from a creative perspective, the campaign was created to entertain and humour our audiences in a memorable way.
The solution was then to create a series of stories told from the fictional perspective of the food we eat. By giving each meal a unique personality we were able to deliver the brand message in a capturing way. Due to a great reception and client satisfaction the campaign has now become part of the overarching Aromat brand strategy for 2024 and will be the foundation of the digital strategy with an additional 6 episodes ordered.
The campaign will be supported by an always-on digital rollout, tagging onto PR, MICE and expand into retail penetration and BTL activations.
The campaign will be supported by an always-on digital rollout, tagging onto PR, MICE and expand into retail penetration and BTL activations.
THE OOH
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