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.
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.
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):
