Simba Chips still Roarrrs with Flavour 60 years later
Issued by Atmosphere Communications on behalf of Simba - Feb 14th 2017, 15:35
Simba Chips is celebrating 60 years in the South African market with the launch of a new immersive campaign. The ‘Some things are better when you Mapha’ campaign taps into the many memories South Africans have of special, family fun times shared with a bag of Simba chips.
South Africans were introduced to the Simba Chippie in 1957. Not only did they get their very own local is lekker chip, it was also an opportunity to sneak a first glimpse of Simba the Lion who would go on to become one of South Africa’s most recognisable and loved icons.
60 years later, over 6.8 million tonnes of potatoes have been farmed by more than 75 local farmers, working together to provide bag after bag of the great tasting, quality Simba chips that fans of all ages, have come to expect and enjoy.
Simba Roarrrs with Flavour
Originally Simba chips were unflavoured and came with a flavour sachet affixed to the side of the bag. Launching with only one flavour - plain salted - the popular snack is now offered in a range of seven delicious flavours ensuring a tasty choice for everyone.
Simba chips have continuously introduced flavours that appeal to the local palate by historically partnering with other heritage brands to offer, amongst others, All Gold Tomato Sauce flavour and the popular Mrs H.S Balls Chutney flavoured potato chips.
Back in 2010 during the 'What’s Your Lekker Flavour' campaign, Simba fans were even introduced, for a limited time period, to the possibility of Snoek and Atchaar, Walkie Talkie Chicken, Vetkoek and Chicken and Masala Steak Gatbsy flavours.
Celebrating 60 years of family fun times with Simba Chips
Simba chips started with Ouma Greyvenstein, the creator of Ouma’s Rusks. After a chance meeting with the founder of the Lay’s chip brand, her son Leon expanded the family business to include potato chips. Simba the Lion was the company’s way of acknowledging this vision as Leon means Lion as does the word Simba in Swahili. This company has grown into a snack empire that spans across Southern Africa and has become an important part of the world’s biggest snack and beverage company, PepsiCo.
Some things are better when you Mapha
Simba drew inspiration from the brand’s rich legacy as a social and family sharing brand and in 2013 introduced its first Simba Mapha campaign. Mapha is all about the joy of sharing. It’s a South African township phrase born out of the humour of young kids, generally used to encourage the other person to share a treat or snack. It’s a game that has been enjoyed by generations, which is why it was fitting for Simba, as an iconic South African heritage brand, to bring back the nostalgia with this happy memory.
To share the 60-year birthday celebration with fans, the integrated Simba campaign includes an engaging on-pack promotion that offers consumers a share of six million Rand in airtime. To drive the ‘’Some things are better when you Mapha’’ element fans have the opportunity to Mapha their airtime winnings with a friend.
The campaign is supported by a new TVC that tells the Mapha story in an appealing manner. Simba collaborated with local rising starts Thee Legacy who provided the soundtrack to the TVC with their chart-topping hit single Wena Wedwa (MusicCraftMAN Mix). Watch the Simba Mapha TVC:
In addition, a digital campaign will also launch to amplify the campaign elements through the introduction of a limited edition Simba Soapie that extends the storyline of the Simba Mapha TVC and gives additional depth to the Mapha narrative.
Simba has been part of fun family sharing occasions from way back when and will continue to deliver on its promise for a strong South African taste experience 60 years later.
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