Joe Public / Johannesburg + Joe Public / Durban
Client / Brand
Isolezwe Nuggets of Wisdom
As part of a bigger launch campaign for the new SoulBites Nuggets, Chicken Licken wanted to expand its brand presence in KwaZulu-Natal – in a way that would disrupt the category and speak to the hearts and minds of one of its fastest-growing markets in the region’s biggest home language.
Expanding on the ‘Nuggets of Wisdom’ campaign – which played on the dual meaning of the product’s name, i.e. that a ‘Nugget’ is also a valuable piece of insight – we partnered with Isolezwe, the country’s biggest vernacular newspaper, innovating within a traditional newspaper format to embed dozens of tactically-placed isiZulu ‘Nuggets’ into the editorial content. To achieve this, we joined the news team the night before going to press, distilling articles down to bite-size pieces of advice for everyday life eMzansi. Then we designed them back into the editorial alongside their articles, sending them to press just in time for our KZN market to enjoy with their morning coffee.
To wrap it all up, every newspaper carried a back page reveal ad featuring the best Nugget of all: the fact that our SoulBites Nuggets are now available at Chicken Licken for only R27.00 – at more than 15 KwaZulu-Natal Chicken Licken outlets – so that every
reader knew exactly where to go for lunch.
In this way we ensured that our SoulBites Nuggets became the most talked about item in the news (and in lunch plans) across KZN on the day of our launch.