Willowton - Changing perceptions with cohesive thinking

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

13 Dec 2022

Building brand through award-winning digital transformation

To engage audiences, Jellyfish delivered cutting-edge digital and brilliantly effective creative, supported by intelligent practices and smart workflows.

See Case Study
Supercharge your App Campaigns - Jellyfish
29 Sep 2022Luisa Del Maschio

Supercharge your App Campaigns

Leveraging asset optimization and creative to drive success

Read Article
Greenpeace campaign survifood
1 Jun 2022

Creative campaign to combat food insecurity

Greenpeace has launched the first start-up in France delivering meals that are disgusting - for both your health and the planet.

See Case Study

Up Next

Building brand through award-winning digital transformation

To engage audiences, Jellyfish delivered cutting-edge digital and brilliantly effective creative, supported by intelligent practices and smart workflows.

Read More