Award Winner
CAMPAIGN: TV, OUTDOOR, PRINT, DIGITAL, SOCIAL, INSTORE and even RINGTONES
Debonairs is famous for its innovative Pizza creations and this one is arguably the most creative yet! The task of launching their latest offering was an excellent opportunity to push Debonairs into territory as brave as their Pizza. The concept created incredible word of mouth and has become a household saying.
The Campaign won an Effie Award in the launch category.
The Campaign won an Effie Award in the launch category.
When this new pizza landed on my desk with a brief to create its' launch campaign, my reaction was 'what the fuck is that thing?"
And that's precisely what the idea became.
The pizza crust is crammed with meat Frikkadels (meatballs) and it looks more like a spaceship than something edible, so I knew it needed an idea as ridiculous in order to help South Africans fall in love with it.
A cultural icon was born and not only did "what the frikkadel" become a household saying, but the ROI was insanely successful as sales exploded Debonairs' predictions.
A full 360 campaign that reached consumers at every touchpoint and drove them directly to purchase. Plus the opportunity for engagement came in the form of a social competition where fans were encouraged to enter their own "What The Frikkadel" photographs.
TVC
"What The Frikkadel" quickly became a household saying and before we knew it, YouTube was swamped with homemade videos of people's children and even pets having a go at the phrase as seen in the videos beow.
Copywriter - Mark Grainger
Creative Director - Margarita Karvouniaris
Creative Director - Margarita Karvouniaris
