South Africans love eating Russians

Eskort wanted to build brand affinity and love through tapping into South Africa’s unique tapestry. And thereby position it as SA’s Best Loved pork brand.

metropolitan republic Eskort Street Poles

Challenge

With a limited budget, we needed to give South Africans a reason to see Eskort with fresh eyes, to rise above the category, be rewarding, be entertaining, and be shareworthy.

Complication

Playing in traditional advertising space or simply selling functional attributes would not cut it. We needed to show up differently.

metropolitan republic Eskort Street Poles

Solution

South Africa is the only nation in the world that calls a sausage a Russian. This detail can be terribly misunderstood if you’re not South African. We asked what would happen if Russia found out we eat Russians?

metropolitan republic Eskort Body 5
metropolitan republic Eskort Body 3
metropolitan republic Eskort Body 1
metropolitan republic Eskort Body 4
metropolitan republic Eskort Body 2

Impact of the workpiece