Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • Cartoon campaign for Planters Nuts from Labstore SA
  • Entertainment on demand for Africa
  • Crumbs & Cream arrives in Joburg

Planting the idea

Remembered fondly by many as a favourite snack but missing from these shores for more than three decades, iconic American brand Planters Nuts is back on local shelves. Its long absence has meant the product has needed a substantial campaign to raise awareness and generate affinity for the premium brand among a new generation of consumers.

Developed for Kraft Heinz by Y&R’s Labstore South Africa in partnership with Bugbox Animation, the resultant quirky launch campaign offers ‘snack-sized humour’ that appeals to different tastes. The four 30-second commercials, flighting on selected DStv channels, are inspired by Planters’ brand icon Mr Peanut, who is famous for his one-liners.

Viewers will see subtle local details in each execution, with the picnic scene set in a famous South African botanical garden (Kirstenbosch), the yeti at home in a KwaZulu-Natal mountain range (uKhahlamba-Drakensberg )and the elephants twerking in the shadow of the Hillbrow Tower.

Says Labstore South Africa’s creative director, Liesel Tiemesmann, “The simplicity of the cartoons makes them distinctive in a cluttered media environment.” She also says the idea of associating Planters with simple line-drawn cartoons started with the in-store point of sale, which is unusual: “The creative approach was so successful that it was extended to social media and now television.”

Planters is available from Pick n Pay, Checkers and Spar.



Viewing freedom

Digital Entertainment on Demand (DEOD) has launched in South Africa, offering a selection of rental and subscription video entertainment on-demand services, including news and sports internet TV channels, direct to viewers’ phones, tablets, and laptops.

Says Discover Digital managing director, Stephen Watson, “Unlike traditional free-to-air and pay-TV services, DEOD offers true freedom of choice; consumers can enjoy internet TV channel programming, subscribe to bouquets of content to watch as they choose, or they can simply opt to rent individual movies on a pay-per-view basis — anywhere, any time. Viewers today want freedom of choice. They want customisable, affordable access to movies, news, sports, music and TV series wherever they are.”

Launched in markets across Africa by Discover Digital, in partnership with regional telcos and businesses, DEOD is priced from R49 for the News Service and R99 for the Sports Service to R189 for the Premium Package (which includes all news and sports channels, DEOD Sports Network [DSN] and a selection of series, music videos and movies on demand.)

Watson says DEOD breaks new ground for mobile viewers, delivering a premium viewing experience with little to no latency, even on mobile phones: “To really experience the benefits of VOD, it has to be suitable for mobile, too. We use adaptive bitrate technology to ensure that viewers in every country enjoy the best-possible viewing experience.”

DEOD payment systems will include credit cards, debit orders and voucher payment/redemption options, plus future mobile money and charge to bill options in partnerships with telcos and mobile wallet operators.


Ice-cream innovation

Cape Town’s favourite boutique ice-cream sandwich store has opened its first Johannesburg branch at Illovo Junction in the trendy suburb of Illovo.

Crumbs & Cream started small — the size of a tuk-tuk to be exact — just two years ago at the popular V&A Waterfront, where the Crumbs Truck, as it came to be known, found its home. Demand soon exceeded supply, however, and the flagship Crumbs & Cream store opened up in Sea Point, Cape Town.

The Crumbs & Cream concept is to allow consumers to get creative and craft the ice-cream sandwich of their dreams, based on any two cookies from a freshly baked variety, followed by a scoop of gelato and finished off with a choice of toppings and spreads. In addition to the iconic Ice Cream sandwich, on offer are ice cream cones, coffees, crumbs shakes and limited-edition creations including sugar-free ice cream and a vegan heaven cookie with a choice of sorbet.


Cheryl HunterShelf Life is’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.

Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.

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