The objective of this campaign was twofold:
To position the Lucky Star tinned fish products as
To position the Lucky Star tinned fish products as
a premium range aimed at aspiring foodies, and to increase sales.
The campaign is currently running in 7 magazine publications
across the country as full page adverts.
They are targeted at in store magazines and magazines
in the cooking and homemaking segments.
Working off the insight that foodies love to see delicious food,
we paired arresting typography the practical function of communicating
the recipes for a wide range of delicious dishes, all featuring Lucky Star
tinned fish products as the centrepiece.
Credits:
ILLUSTRATOR: Lung Animation. Meme.
PHOTOGRAPHER: Justin Patrick
CREATIVE DIRECTORS: Jonathan Beggs, Jonathan Warncke, Lucas van Vuuren
ART DIRECTORS: Lydia Oberholzer, Ashley Geldenhuys, Lucas van Vuuren
COPYWRITER: Jonathan Warncke