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.


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

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