New 'Super Hero' Campaign for Saldanha Pilchards from Saatchi & Saatchi SA

Cape Town - Saatchi & Saatchi Cape Town recently created a campaign for canned Saldanha Pilchards which dramatised the health benefits of eating the product by enhancing the characters of Cape fishermen with super hero status.

Saldanha Pilchards are full of iron, vitamins and omega 3, all the good stuff that makes you strong, fast and smart. The campaign forms part of an educational process in which the advertising agency chose to speak to the target market (LSM 5-7) in a visual language they could understand, appreciate and engage with.

The adverts formed part of a newspaper print campaign which used ordinary Cape fishermen to portray icons that exemplified the benefits of pilchards, namely; Popeye for strength, Superman for energy and Einstein for brain power.

The photography was shot on location in Kalk Bay using real fishermen in the campaign. Saatchi & Saatchi Cape Town's Executive Creative Director, Anton Crone, says that the brief was to come up with a campaign that would make people feel that if they chose to eat Saldanha Pilchards, they would benefit from all the goodness that Saldanha pilchards offer.

"We took a tongue-in-cheek approach to illustrate the extraordinary effect of all the ‘good-stuff' in the product." says Crone. "Newsprint was the perfect medium for the campaign to reach our target market."

Saldanha Group is a Cape-based family owned company and has been around for over 100 years, distributing canned pilchard products to the South African market. According to the IDC, The South African market demand for pilchards remains the highest in the world, consuming around 6-million cartons annually. This demand is expected to show moderate growth, driven by an increasing population and the relatively high price of red meat and chicken as alternative protein sources.  An estimated 89% of the South African population consumes pilchards with the product outselling tuna - often a substitute fish source in line with increasing disposable incomes - by a factor of 9:1.

Credits:

Creative Director: Anton Crone
Art Director: Jenna Barbe
Copywriter: Sammy-Jane Thom
Digital Artist: Paul Hudson
Photographer: David Prior


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…