SABC Banned ‘The Fish & Chip Co’ Commercial, New ‘Mine and Yours’ Ad Launches Today!
Johannesburg, 5 December 2012:- Following The Fish & Chip Co’s first TV advert which was recently banned by the South African Broadcasting Corporation (SABC), the company has announced that they will be launching their second proudly South African television commercial today, 5 December 2012.
In keeping with the creative strategy of the first advertisement, the company’s second commercial was also created by popular South African cartoonist Mdu Ntuli, and is again in an animated form. The advert, titled Xamina Xawena, which in Tsonga means ‘mine and yours’, is the first Tsonga advertisement on South African television.
Here’s the Ad’s scenes described
With subtitles provided, the commercial depicts a conversation at a taxi rank between two men, both with a fish and chips meal offering in hand, one definitely more appealing to the eye and appetite than the other.
Speaking in the Tsonga language, the men proceed to compete as to who has the better meal offering. After some discussion and a humorous product test, the man without The Fish & Chip Co meal realises that his unappetising meal is notably inferior to his friend’s.
As with the first advert, this cartoon commercial also demonstrates The Fish & Chip Co’s great value proposition by showcasing Shabba’s hake and chips at a cost of only R25. The advert ends with The Fish & Chip Co’s logo and new pay-off line of “Hot and a Lot”.
The word “Hot” refers to one of the key aspects of good quality food, but is also slang to remind consumers that The Fish & Chip Co’s brand is sizzling. The “Lot” quite simply refers to the quantity of food the company serves, which adds to its proposition of the best value for money.
Taste Holdings CEO, Carlo Gongaza notes that the company’s commercials aim to portray snippets of South Africans, rich or poor, enjoying meals from The Fish & Chip Co in their own environments.
“Our advertising strategy is to differentiate The Fish & Chip Co from other brands; to promote our value proposition through our tagline of ‘Hot and a Lot’; to highlight Bafana Bafana player, Siphiwe Tshabalala’s brand association with our company; and to be the take-away brand that is top of mind among our consumers.”
The Fish & Chip Co notes that even though its commercials talk to people on their level, the company will continue to do its utmost to truly understand their consumers’ needs and vernacular language, which extends beyond “yebo” or “sharp sharp”.
“In a country with 11 official languages, it makes sense for a brand like The Fish & Chip Co to embrace all the cultural differences and appeal to a wider range of people through good South African humour, while still being respectful of our varied cultures. We are therefore confident that consumers from all backgrounds will love the commercial, and will be exceedingly encouraged to sample our affordable yet quality ‘Hot and a Lot’ meals,” concludes Gonzaga.