Pioneer Foods Design & Branding RECIPE BOOK by Saatchi & Saatchi BrandsRock Cape Town


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Industry Supermarkets
Media Design & Branding
Market South Africa
Agency Saatchi & Saatchi BrandsRock Cape Town
Creative Director Gavin Whitfield, Sammy-Jane Thom
Art Director Sue Stewart
Copywriter Mimi Cooper
Photographer Mathys Van Lill
Illustrator Heidi Chisholm
Released April 2011

Credits & Description

Category: Promotional Item Design
Product/Service: SASKO FLOUR
Creative Director: Sammy-Jane Thom (Saatchi & Saatchi)
Creative Director: Gavin Whitfield (Saatchi & Saatchi)
Art Director: Sue Stewart (Saatchi & Saatchi)
Copywriter: Mimi Cooper (Saatchi & Saatchi)
Photographer: Mathys Van Lill (Pixel Foundry)
Illustrator: Heidi Chisholm (Heidi Chisholm)
Production Manager: Barbara Swart (Saatchi & Saatchi)
Food Stylist: Juleta Hirner (Juleta Hirner)
Media placement: Recipe Books - 250 Supermarkets - April 2011 - July 2011
Media placement: Aprons - 250 Supermarkets - April 2011 - July 2011

Describe the brief from the client
Design a recipe book to be used in an in-store promotion during the Easter period in South Africa.
The recipe book must be used to:
1. give customers that are buying competitor brands a reason to buy Sasko Flour
2. reward our loyal customers.

Describe the challenges and key objectives
1. The target market is black women, mostly single mothers in a low-income bracket who bake every morning for their families. They are price sensitive, so our recipe book had to convince them to choose Sasko Flour.
2. The recipe book also had to be of a premium quality to be proudly displayed in the homes of the consumers for a long period.

Describe how you arrived at the final design
The recipe book:
Traditionally in Africa, men are glorified by printing their photograph on fabric. We used this as inspiration to glorify our female target market instead by using a female character to represent each chapter. We divided our chapters into the emotional effects of baking like Comfort, Celebrate, Treat and Impress based on the occasions that define baking moments in consumers’ lives like funerals, weddings, graduations etc.
The apron:
We designed a bespoke Shwe-Shwe (traditional African pattern) apron for the recipe book. We printed a conversion table upside down on the apron, making it easy to read when baking.

Give some indication of how successful the outcome was in the market
In order to keep up with demand, the original quantity of 20,000 recipe books was more than doubled to 44,000 directly attributing to R3m (€300,000) in sales. The promotion supplemented a volume driving sales campaign, which enjoyed an increase from 28% to 35% for the period.