Simba celebrates brand legacy through its ‘Mapha’ campaign

BRAND ACTIVITY

Apr 29th, 15:02

South Africans have many happy memories of good times shared with a packet of Simba chips. Simba, South Africa’s leading snack company drew inspiration from this fact, digging deep into the brand’s rich legacy as a social and family sharing brand. To really highlight their heritage and to remind consumers that the brand has been part of their lives for many years, Simba introduced the Mapha TV campaign promoting the sharing occasion.

The campaign is centred on the joy of sharing, capitalising on the word ‘Mapha’, which is a South African township phrase born out of the humour of young kids, meaning to share or to give. Mapha is a game that has been in existence for many years and has been enjoyed by generations. It is generally used to encourage the other person to share a treat or snack with you, which made it fitting for Simba as a true South African brand to bring back the nostalgia with happy special relations.

The television commercial features well-known actor and comedian Siyabonga Radebe as well as veteran radio personality and actor Treasure Tshabalala amongst other recognisable faces. Viewers are taken on a trip down memory lane from the 1970’s and back to the present day, exploring how, through the years, Simba chips have always been about quality, freshness and flavour but most importantly they are about family fun times. The commercial is in Zulu dialect with English subtitles to keep it authentic and proudly South African.

Simba chips were born out of the vision of Leon Greyvenstein from the Eastern Cape, son of Mrs Greyvenstein, affectionately known as Ouma Greyvenstein.

In 1956, South Africans were introduced for the very first time to the Simba Chippie. Not only did South Africa receive its very own ‘local is lekker’ chip, but also caught their first glimpse of Simba the Lion in 1957, who would one day become one of the country’s most recognised and loved icons.

Over the years, Simba chips have tried to stay relevant by introducing flavours that are loved by South Africans, after all Simba roars with flavour. Contributing to the success of the brand is the fact that Simba has managed, throughout, to provide chips that encapsulate a local feel and answer to the palate of the local market.

Fast forward to the 21st century and we see Simba re-launching the iconic potato chips brand with a new look and feel to drive additional interest in the snack aisle. The re-launch was focused on refreshing the range of Simba potato chips to address consumer needs while boosting brand exposure in retail outlets. In reinvigorating this heritage brand, Simba brand objective was not to reinvent the brand, but to build on and leverage the existing equity trapped within it namely quality, freshness and flavour.

Family fun times are never complete without a great tasting snack that everyone can enjoy together and Simba has been part of our families from way back when and will continue to deliver on its promise for a strong South African taste experience 57 years later.

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