Advertise with fastmoving.co.za
 
 

Bull Brand has launched a new bold ‘Inner Strength’ brand repositioning aimed at leveraging the heritage of the brand while finding new relevance for a broader audience.
Bull Brand has launched a new bold ‘Inner Strength’ brand repositioning aimed at leveraging the heritage of the brand while finding new relevance for a broader audience.

Iconic Bull Brand repositions with ‘Inner Strength’

BRAND ACTIVITY

Issued by Tincan PR - Feb 14th, 09:19

Bull Brand, one of SA’s most iconic food brands, has launched a new bold ‘Inner Strength’ brand repositioning aimed at leveraging the heritage of the brand while finding new relevance for a broader audience.

Bull Brand has held a special place in South African hearts and homes since 1957.

The older among its fans will remember the ‘bu bu bu Bull Brand’ TV adverts, which captured the nation’s imagination as young boys (dubbed in men’s voices) sang about the product’s meaty virtues. The message was clear: Bull Brand is all about making you big and strong. It is a celebration of masculinity and physical strength.

Over sixty years on and this iconic brand still occupies the number one spot as the market leader in the Canned Meats and Meals Category. But as with all legacy brands, the time has come for Bull Brand to evolve with its consumers.

Merlin Norman, Marketing Manager for Rhodes Food Group explains: “We needed to make Bull Brand more relevant while building a stronger emotional connection to the brand for our younger consumers.”

“For decades, Bull Brand’s marketing position has always been about physical strength, but Inner strength is more than muscles. It’s a spirit, it’s an attitude, it’s character and it’s soul,” Norman says. "The brand has always aimed to make people feel strong inside, but we want to shift consumer perceptions of Bull Brand as a physical-strength brand to an inner-strength brand by redefining what ‘strong’ really is, it’s a subtle but very significant change.”

“The brand continues to resonate with a younger market as we have seen with the Sunday Times Gen Next survey’s over the past two years, where Bull Brand appears as one of the coolest brands,” she explains.

“It is with this in mind that we looked at reframing what the brand stands for in order to remain relevant for generations to come but at the same time ensuring we still remind our audience of the same emotions that they have felt for the brand in past years.”

Rhodes Food Group has already started the rollout of this new brand positioning, which will overlap with the launch of an exciting above-the-line campaign in March.

“The new campaign will be an extension of the overall Bull Brand marketing strategy, which not only talks to the satisfying fullness that comes with a real meaty taste in your tummy but also the quiet power of self-confidence,” Norman elaborates. “The campaign is a celebration of the inner strength of all South Africans and aims to demonstrate that when you feel strong inside, nothing can stop you.”

“In the visual depictions of the campaign, we have used strong iconic imagery to dramatise the attitude of people who are fearlessly unfazed in the face of challenge – living bold and brave because they are packed with strength of character,” she says. “This type of campaign is a first for the brand and we are very excited to define inner strength for South Africans whether they are young or old!”

Keep an eye out for the new campaign which includes out-of-home executions, radio, digital and PR.

 

Related Activity

Fitch & Leedes and Bokeh shine limelight on local filmmakers21
MAY
Fitch & Leedes and Bokeh shine limelight on local filmmakers
Fitch & Leedes, the authentic range of mixers, in collaboration with Bokeh Lifestyle and Fashion Film Festival are giving local filmmakers the chance to get their hands on R75 000.
Cathedral Cellar Shiraz rises to the top in annual Shiraz SA Challenge17
MAY
Cathedral Cellar Shiraz rises to the top in annual Shiraz SA Challenge
KWV is proud to announce that its Cathedral Cellar Shiraz 2016 has been rated as one of the Cape Winelands’ top 12 wines in this category, according to the 7th annual Shiraz SA Challenge. This is the 3rd year that this premium wine has been included as one of SA’s Top 12 Shiraz’s, a performance which KWV says indicates their unwavering commitment to make wines that consistently deliver on quality.
Deep Heat relaunches SA's only Ibuprofen Gel, Deep Relief15
MAY
Deep Heat relaunches SA's only Ibuprofen Gel, Deep Relief
Mentholatum SA, a health & wellness company and the makers of Deep Heat, relaunches the only Ibuprofen gel on the South African Market – Deep Relief Ibuprofen Gel.
Red Bull basement event showcased SA's talented techies13
MAY
Red Bull basement event showcased SA's talented techies
Johannesburg’s brightest young tech geniuses gathered at the Tshimologong Precinct recently to share their ideas and their creations at the Red Bull Basement Hatch event.

Try these recipes

Nutty Espresso Rusks21
MAY
Nutty Espresso Rusks
Nothing improves your afternoon coffee and a rusk like a little more coffee in your rusk. What can we say, we’re addicted!
Seared Fillet and Chargrilled Asparagus Salad21
MAY
Seared Fillet and Chargrilled Asparagus Salad
Asparagus is especially rich in folic acid. You can replace the beef fillet with chicken if you prefer.
Chai and Orange Rice Pudding10
MAY
Chai and Orange Rice Pudding
A warm Winter pud.
Butternut Spaghetti with Crispy Bacon, Camembert and Toasted Pumpkin Seeds10
MAY
Butternut Spaghetti with Crispy Bacon, Camembert and Toasted Pumpkin Seeds
Gluten-free and ever-so-indulgent, butternut is the new spaghetti.