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

  • Metropolitan launches #ISeeYou
  • McCann moves Cremora back in time
  • Coca-Cola Food Fest showcases local fare

Being seen

Ogilvy & Mather Cape Town’s new campaign for Metropolitan shifts the focus off the financial giant onto its customers with the message, “We see you. We’re for you.”

According to Llewellyn Allen, head of brand, Metropolitan is wanting to challenge both the market and the company itself: “This absolutely had to be something not seen or heard before and it had to shift the conversation and force us into being genuinely client-centric.”

Ogilvy Cape Town ECD, Tseliso Rangaka, led the creative work, which resulted in a shoot on Joburg rooftops featuring musical pioneer, Spoek Mathambo. Directed by Sunu Gonera of Egg Films, fresh from winning Gold, two Silvers and a Bronze at Cannes Lions last month, the spot follows Mathambo around Johannesburg, between midnight and the early hours of the morning, as he acknowledges real people for what they’re already doing to make every day a success. These vary from taxi-drivers, security guards and shop keepers to explosive creatives such as fashion designer, Floyd Manotana, from Floyd Avenue; jazz band Gontse and the Puzzle; and street artist R1.

Allen says the goal was to give strong and relevant currency to the expression as a positive sentiment: “We know full well that sometimes people can use ‘I See You’ in an aggressive or hostile way but the deeper truth is that really seeing someone should be a positive thing. It’s important for us as Africans to celebrate the broad range of people who drive African success. I loved the idea of introducing these diverse characters to the world in a heroic and cinematic way — irrespective of their trade or profession.”

#ISeeYou was seeded socially in an unbranded way for a month by NATIVE VML before the TVC launch in July 2017.


Staying original

Coffee creamer, Cremora, has launched a campaign to return the South African brand to its original taste, reviving memories of a calmer time when we spent time with our neighbours and enjoyed our communities.

Collage: McCann Joburg CremoraSays marketing manager, Nithal Soni–Ramjee, “Thanks to its ingenuity, Cremora as a brand has gone beyond being merely a coffee creamer — it tells a story, unites us and looks to enhance the simple pleasures in life such as sitting down with a good friend and a rich, smooth and creamy cup of coffee.”

Soni–Ramjee believes everyone has a memory of the original Cremora taste: “Some remember drinking coffee on frosty winter mornings or sharing a cup while chatting with a loved one. In its new campaign, Cremora celebrates this feeling of nostalgia and happy memories being passed from one generation to the next.”

Conceptualised by McCann Worldgroup Johannesburg, the campaign includes the launch of a Cremora recipe book containing extra creamy savoury and sweet recipes such as Cremora scones, coffe-infused Cremora tart, creamy lamb (sishebo) stew, samp with butter beans and creamy spicy chicken livers.


Fabulous foodstuff

Coca-Cola Beverages South Africa is shining a spotlight on our local gourmet on the go and traditional gems in its annual Coca-Cola Food Fest.

Coke Food Fest: Clay CafeMore than 4 000 eateries have registered to participate in the 2017 competition and foodies may attend one of two regional semi-final events to sample some of the culinary delights that will judged at the final. The 12 finalists, representing the top-three meal categories selected in Durban and Johannesburg, will each receive R22 500. The finalist in each category will receive R150 000.

Found along SA’s highways, byways, country lanes, suburban cul-de-sacs and busy city thoroughfares, what these hole-in-the-wall eateries, cafes, food trucks, shisanyamas, pubs, shebeens, coffee shops and high-end restaurants all have in common is delicious food. Meals may range from steak sandwiches to grilled steaks and stuffed filet mignons.

The events will be held at Durban’s People’s Park on 19 August, and at Jozi’s James & Ethel Gray Park on 2 September.


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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