DEFY appliances,
Social media
Digital content created for social media platforms.
Radio advert
A radio advertisement to launch the campaign.
Point of sale
Customer-facing items like standees and leaflets.
DEFY Appliances is Southern Africa’s largest manufacturer and distributor of major domestic appliances and offers the consumer a full range of kitchen, laundry and small domestic appliances (SDA). It is a proudly South African brand steeped in history as the manufacturer of the first electric stove in South Africa in 1905 and this comes through in their communications.
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DEFY understands South African culture and cuisine and used their Local Made Lekker campaign to promote just that by providing consumers with products that help better the home-grown dishes that they love. The SDA range is designed to make the cooking and preparation of traditional meals quick and easy; like using a slow cooker for a Durban curry or a food processor to prepare chakalaka.
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The campaign was active on social media, in-store and on radio. On social, posts told of how SDA can be used and gave unique South African recipes via canvas ads. The radio and point-of-sale promotions fed off the South African centric idea and appealed to local audiences.
Social media
A series of social posts used to promote the campaign:
Using GIFs in a fun and interactive way on social:
Canvas adverts with recipes for South African dishes:
Radio advert
I directed and wrote this radio ad for the campaign:
Point of sale
A series of point-of-sale items: wobbler, standee, scratch card and flyer:
Internal communication for the campaign (B2B):
