Willowton - Changing perceptions with cohesive thinking

success > Willowton

Changing perceptions with cohesive thinking

To build stronger positioning in the cooking and food category, Willowton has partnered with Jellyfish on a full rebrand, website build and a kick-off creative campaign.

Who

As the title sponsor of South Africa’s premier cricket competition, Sunfoil Sunflower Oil, produced by the Willowton Group, had a stronger brand association with sport than with the kitchen. To break away from that association and build stronger positioning in the cooking and food category, Willowton has partnered with Jellyfish on a full rebrand, website build and a creative campaign to kick off the relaunch.

What

The initial rebrand focused on a new website, experience and social community called “Now We Cooking”. Its goal was to engage users in exchanging recipes for popular dishes, with Willowton brands such as Sunfoil promoted as key ingredients. But the creative campaign to launch Now We Cooking had even more impact.

New Ideas

We conceptualized and rolled out a promotion named “Cooking With Emojis,” which challenged participants to transpose their favorite recipes using only emojis. The winning entrant had their dish cooked by a celebrity chef during a morning broadcast of the Morning Show on Etv, and received a prize package to the value of R50 000 (approx. $3480).

Across The Web

The sweeping campaign integrated social media, email, GDN, paid search, Youtube and website visits in a sophisticated web of cross-platform targeting, and resulted in over five million impressions across three phases of teasing, voting, and results.

Future Thinking

And through interaction points in the competition, Sunfoil gained valuable insights into popular household recipes, identified ideal audiences for future campaigns, and built evergreen user-generated content for their new website.

Strategy. Creativity. Together.

Resources

22 Jul 2024Hannah Dempsey

When AI meets creativity: the only limit is our imagination

One of the recurring themes at Cannes this year was exploring the intersection between AI and creativity. Our Global ECD, Jo Wallace, hosted a Good Girls x Jellyfish breakfast session entitled Gen AI: the only limit is our imagination. Here’s a short run down of what was a varied and insightful conversation.

Read Article
27 Jun 2024

HOKA Hijacks Lady Liberty to grab attention across busy social feeds

HOKA, the renowned California-based performance footwear brand, approached Jellyfish to create a captivating Faux-Out-Of-Home (FOOH) campaign to amplify the launch of their new Skyward X performance shoe and generate excitement and engagement on social media.

See Case Study
20 Jun 2024

YouTube's strategic shift to reconnect with creators amidst rising competition

YouTube has empowered creators to share their work and generate income and is now facing competition from emerging platforms, especially in short-form content creation.

See Case Study

Up Next

HOKA Hijacks Lady Liberty to grab attention across busy social feeds

HOKA, the renowned California-based performance footwear brand, approached Jellyfish to create a captivating Faux-Out-Of-Home (FOOH) campaign to amplify the launch of their new Skyward X performance shoe and generate excitement and engagement on social media.

Read More