#CampaignRadar: RocoMamas #EatingIsBelieving
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RocoMamas has 80 restaurants in its stable, is the second-largest profit contributor to Spur Corp and now also has a sizable and growing international footprint. The brand positioning is: anti-establishment; rule breaker; unconventional; ecustomers as individuals; fresh, made from scratch; honest made in front of customer. RocoMamas celebrate the outliers, the brave — those who challenge convention and do things differently. “WE’RE NOT NORMAL.”
- Online engagement: Instagram, influencer
- Value peer views
New media audiences
- Age 14–24: Aspire to exemplify the core of the brand
- Timeless millennial: 36–73 — freedom to be myself through how I see the core market behaving. This has a lot of potential as with the “freedom” comes being younger at an older age.
Possible creative platforms
Important: The TVC communication should focus on the core of the brand’s target market and strengthen the current brand positioning.
There are many cases of the brand having an incredibly positive and enriching impact on employees’ lives. The brand gives people the freedom to be themselves and act in a manner that might not necessarily be anti-conformist but is true to their particular belief system which doesn’t follow mainstream norms. Norms are being challenged more than ever and authenticity is the golden egg in communication today. We have an opportunity here to use our “Smash” concept within the context of “Hangry”.
We tend to take for granted that we have freshly made food; this is a vital functional attribute the brand has yet to leverage, an important opportunity to further drive differentiation in the market.
- The creative treatment must allow for content that is refreshed/updated in a manner that is not expensive. The audience will get ‘media fatigue’ far faster than a traditional TV audience.
- This is an opportunity to broaden the appeal of the brand’s products on a channel which traditionally ‘photoshops’ food.
Differentiation. Our approach has to be with disruption in mind. To break through the noise.
Campaign to run across TV and social: @RocoMamas — Facebook, Twitter and Instagram.
It’s been a labour of love and craft to get to this point, having worked with the talented Dani Hynes to bring the vision to life. We have involved all of our franchisees in the process by going on a roadshow to present scripts and treatment and, after a year in the making (from a planning perspective), we are excited to finally be on air.
Founder: Brian Altriche
Brand manager: Adam Deane
Group marketing executive: Sacha du Plessis
ECD: Mike Sharman
Creative director: Kathryn McConnachie
Art director: Sam Whittaker
Account manager: Chloe Levendal
Senior Community manager: Gosi Legoale
Director: Dani Hynes
Line producer: Dumisani Mvumvu
Producer: Melanie Curtis
DOP: Tom Revington
Grip: Riaan Hanekom
Gaffer: JP Du Preez
Art director: Keenan McAdam
Wardrobe: Mel Keshwar
Makeup: Lisa Wasmuth
Food styling: Team Rocomamas and Bianca Delides
Post-production: Post Modern
Post-production editor: Jade Bowyer
Animation, special effects and online: Shaun Froneman, The Maze
Audio/final mix: Sean Jefferies, Audiophile
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