Serious About Smooth

New Brand Positioning Awareness Campaign

Service

Conceptualizing, Design & Art Direction

Client

34 Degrees (Agency)

Year

2013

The Challenge:
To reposition the Yum Yum peanut butter brand as the SMOOTHEST peanut butter.

 

The Solution:
We developed fun stories around how Yum Yum stops at nothing to produce the SMOOTHEST peanut butter you can find!

The fun illustrations was applied on various media including billboards, printed media and point of sale material.

Result:

As a direct result of the campaign (which also included an in-store promotion), Yum Yum moved to No.1 in South Africa in terms of market share.

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Campaign Roll-Out

The three executions were rolled out on various media including kinetic billboards, magazine ads, point-of-sale, digital ads and mall advertising.

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