Saatchi & Saatchi Cape Town ropes in 'super heroes'

Saldanha Pilchards are full of iron, vitamins and omega 3, all the good stuff that makes you strong, fast and smart. The campaign forms part of an educational process in which the advertising agency chose to speak to the target market (LSM 5-7) in a visual language they could understand, appreciate and engage with.

The adverts formed part of a newspaper print campaign which used ordinary Cape fishermen to portray icons that exemplified the benefits of pilchards, namely; Popeye for strength, Superman for energy and Einstein for brain power.

The photography was shot on location in Kalk Bay using real fishermen in the campaign.

Saatchi & Saatchi Cape Town's Executive Creative Director, Anton Crone, says that the brief was to come up with a campaign that would make people feel that if they chose to eat Saldanha Pilchards, they would benefit from all the goodness that Saldanha pilchards offer.

"We took a tongue-in-cheek approach to illustrate the extraordinary effect of all the "good-stuff' in the product.Newsprint was the perfect medium for the campaign to reach our target market, says Crone.