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Case Study

The Client

Willards Family Foods was established in 1965 in Johannesburg, South Africa and is one of the country’s most famous food brands, best known for its snack products.

The Brief

To create awareness of and interest in the Willards brand and create a desire to trial their potato chips using radio. To present Willards as a fun brand with interesting and differentiated flavours, and to highlight the quality of the product. Also, to focus on the different cuts – flat (Original Cut) and ridged chips (Crinkle Cut).

The Solution

Willards “It’s In The Cut” features two executions created for transmission on radio stations in Johannesburg and Durban, using a native South African voice artist. The first execution highlights the two types of cut by using different arrangements of the same tune – in this case ‘Rondo Alla Turca’ from Mozart’s Piano Sonata No.11 – the original played on solo piano, and a 21st Century electro mix.

The second execution focuses on the variety of flavours and ‘matches’ a Willards chip with an occasion – from a quiet night in front of the TV to an evening barbecue (in South Africa, a braai), to a family celebration. The electro Mozart mix was used under the second part of this ad for consistency.

HEAR MORE FROM WILLARDS

THE ORIGINAL ORIGINAL

A CHIP FOR EVERY OCCASION

“Dealing with Trisonic is an absolute pleasure. We were looking for specialists in radio spot creation who could make a 30 second message stand out. We found that Trisonic has that magic: well-written creative mixed with appropriate production and fantastic one-on-one service. Happy client and great results to play out on South African radio stations.”

Simon Parkinson, Director, Ultimate Media, South Africa