CLOVER COOKING CALENDAR by Joe Public for Clover

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CLOVER COOKING CALENDAR

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Industry Dairy products & Eggs
Media Design & Branding
Market South Africa
Agency Joe Public
Executive Creative Director Pepe Marais
Art Director Sophia Styrdom, Maciek Michalski, Simone Rossum
Released September 2010

Credits & Description

Category: Calendars
Advertiser: CLOVER
Product/Service: SELECTED CLOVER PRODUCTS
Agency: JOE PUBLIC
Date of First Appearance: Sep 1 2010
Entrant Company: JOE PUBLIC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Pepe Marais (Joe Public)
Creative Director: Maciek Michalski (Joe Public)
Art Director: Simone Rossum (Joe Public)
Art Director: Sophia Styrdom (Joe Public)
Art Director: Maciek Michalski (Joe Public)
Media placement: Limited Print Calendar - Could be won through a competiton on website - 1 September 2010

Describe the brief from the client
We were tasked to create a generic 2010 Clover calendar in order to remind people of Clover products, especially mothers.

Describe the challenges and key objectives
As South Africa’s most loved dairy brand, Clover’s products are used in many kitchens to add a little love to every meal. This is also where many mothers hang wall calendars. Our challenge was to create something that would not be lost on the consumer as ‘just another calendar’. Our key objective was to design a calendar that would actually serve more of a purpose than simply telling people what the date was, that is, to make sure our calendar could be interactive.

Describe how you arrived at the final design
The idea was to create a useful, interactive calendar that also acted as a Clover recipe book. Each month of the calendar has a relevant recipe, as well as paper elements which can be torn out and used in the actual cooking process and presentation: everything from piping bags to ice-cream cone wrappers. Not only was this a fun way to engage our audience in the cooking process, but it also meant they were made aware of the many uses for Clover products.

Give some indication of how successful the outcome was in the market
The limited edition calendars were distributed via the Clover website as prizes in a competition. Due to popular demand, a 2011 version of the calendar is being developed in Afrikaans.