Johannesburg-based integrated agency, 7 Different Kinds of Smoke (7DKS) recently cooked-up a hardworking campaign for the launch of Enterprise’s new re-sealable 1kg vienna packs. With a turnaround time of only a few weeks, the agency developed the ingredients for a sophisticated solution that was both on time and within budget.

It also took on an exciting approach to the humble hotdog.

“The purpose of the new re-sealable packs is simply to keep viennas fresher for longer. With this is mind we put forward a campaign that would give people a new take on the product. The campaign centred on ‘a fresh new way to do hotdogs’ and presented the target market with more options on how to make use of the ever-popular vienna,” explains 7DKS creative partner, James Cloete.

The campaign made use of multiple channels but was led on TV where stop-frame photography was employed to create quirky 10-second stings, which followed the creation of a hotdog from the opening of the re-sealable pack to closing it once again. Directed by acclaimed stop-frame animation specialist, Justine Calverly of production company, What We Want, the stings used moving compositions of colourful ingredients to delight the eye and deliver the concept of ‘fresh’ from an executional perspective too.

“The re-sealable packaging is all about keeping the product fresh, but ‘freshness’ can also speak to something being ‘cool’ or ‘new’ – and with ‘innovation’ being a core pillar of the Enterprise brand, it was important for us to be able express these aspects of the brand in what and how we communicated as well. By introducing the market to new recipes and usage occasions, we were able to offer up ‘fresh’ (or innovative) ideas from Enterprise, while also driving volume - doing a job for both the brand’s health and bottom line,” adds Cloete. 

The campaign also extended to street pole ads, in-store, recipe cards and Facebook, all of which helped to deliver a selection of mouth-watering images and recipe ideas to market, while also and inviting them to share their own. From a classic American BLT to Italian, German and other variants, recipes were developed to please the fussiest of taste buds. Renowned food photographer Vanessa Lewis worked together with 7DKS art director, Kyle Baillie and talented chef and food stylist, Lyn Woodward, to create imagery and design that was beautifully crisp, using nothing but fresh ingredients to build up layouts in camera. 

7DKS is without a doubt an integrated specialist and the agency’s ‘through the line’ capabilities were once again demonstrated with this campaign. From above the line all the way down to in-store and shopper strategy, the idea retained its potency. The fresh new recipes, by way of example, were highly visible in-store and placed strategically close to the various ingredients required to make a good hotdog, thus driving consideration and sales. The recipes were also available online and consumers were given the opportunity to vote for their favourites and offer up their own recipes via Facebook, making for exceptionally high online engagement levels with the brand. 

“We weren’t looking to re-invent the creative wheel with this campaign – we wanted a simple idea and a distinctive look and feel to drive sales of the product and awareness of new packaging. Once we had the right idea in hand, it was just a simple matter of mapping out the right channel plan, so that we could insure maximum impact and efficiency for our client,” concludes Ryan van Jaarsveld, 7DKS managing partner.