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.
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.
Playing in traditional advertising space or simply selling functional attributes would not cut it. We needed to show up differently.
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?
Impact of the workpiece
Over the course of a week, we earned PR worth R1.4 million.
Over 11 million hashtag impressions.
10.1 million influencer impressions
And total digital impressions of 20.3 million
In just 7 days.