"Once we tasted the product, we realised that this brand has two key advantages - the most perfectamundo chicken in the world as well as an inherent bravery. A black couple selling Portuguese chicken in Alexandra! It was this combination of brave and crazy that inspired the look and feel of the brand as well as the brand personality and identity," said Sophie Mayer, group marketing director of TBWA\South Africa.
Kevin Hedderwick, Famous Brands CEO comments, "After a decade of searching for a solution to the obvious gap in our Quick Service Restaurant category repertoire I am not only delighted at the discovery of the Giramundo brand but excited at the distinct possibility it has to become a mainstream chicken brand amongst South African consumers." The company opens three additional, stores this week in Pretoria, Nelspruit and Kokstad.
Mayer concludes, "This is the type of brand that the agency thrives on because we grow with the brand and it affords us the opportunity to not only do great work but forge a long term relationship."
The eclectic marketing and communications campaign, which will be rolling out over the next few months, consists of traditional above the line and below the line marketing activities, which include website, radio, print and in-store collateral, all designed to capture the challenging essence of what makes Giramundo perfectamundo.
