Wimpy is promising South Africa’s meat lovers a ‘thrill’ the next time they opt for a grill in one of its restaurants.
In a new TV commercial; They introduce viewers to Papa, a man who won’t accept that a meal without meat just isn’t a proper meal.
“To increase brand relevance and grow market share, Wimpy wanted to enhance its positioning as a casual dining destination offering big eat and value grill meals,” said Marketing Manager, Luise Peters.
“To do so, it created the ‘Thrill of the Grill’ promotion for just R59.90 demonstrating that, when it comes to satisfying their meaty craving, consumers can do so at Wimpy, without breaking the bank.
“The agency then created Papa, a man who is firmly against meals that do not feature meat to demonstrate the Wimpy offering. Whenever Papa hears words from the kitchen that imply that his wife is planning a meatless feast, he interrupts her, distracts the family and whisks them off to Wimpy.”
You can view the commercial below:
“Papa is a slightly cheesy character, making silly puns and attempting to be hip as he distracts his teenage boys and their mother from the planned salad wrap and pasta meals,” added Gordhan.
“However, while his behaviour in the kitchen fails to impress them, the entire family is impressed with the Thrill of the Grill, such is the power of Wimpy.”
The ads are flighting on SABC 1, 2 and 3 as well as M-Net, eTV and DSTV. They were shot over two days in Melville.