Zafita was a meat brand in its infancy, with a desire to become as known in the home as they were on the go, which led to the creation of a jerky range. At the time of concept development, jerky was barely registering as go-to snack food, creating the need for a campaign that reminded people of the versatlity and fun of jerky whatever their taste.
Client: Zafita
Product: Gourmet sausages & jerky
Campaign: Indulgence On The Go
Medium: Facebook
Target: 20 - 35 yo QLD males, avid snackers and drinkers looking for quality more than outright affordability
Role: Copywriting
Executions: 2 posts per month over 6 month period + Proposal Letter & 16pp A5 brochure
Product: Gourmet sausages & jerky
Campaign: Indulgence On The Go
Medium: Facebook
Target: 20 - 35 yo QLD males, avid snackers and drinkers looking for quality more than outright affordability
Role: Copywriting
Executions: 2 posts per month over 6 month period + Proposal Letter & 16pp A5 brochure
Facebook
Concept: Jerky is, typically, an occasional snack that many of us could and would easily forgo in any given instance. This is why, via Facebook, we decided to seed the idea that jerky is the most versatile snack there is, one that could be the savior in any situation. We chose to do this via making jerky the hero in a series of everyday situations, all detailed in the driest and most sarcastic tone possible. We dubbed this concept as 'Jerky Time' each story was going to be a copy driven and if possible paired with quirky imagery to help drive the message home to our predominately male audience. While the copy does verge on 'long' for a standard update, the opening lines and imagery would be the bait to encourage the audience to read the entire small but tall tale of the everyday.
Click here for the complete content management plan.
Facebook Example #1
It’s 3:30 and you’re at work, staring into the vast nothing that is your computer screen. In 5 more seconds you’ll be face planting your keyboard, hitting the letter k with your nose, leaving a trail of casual approval a mile long on the screen “kkkkkkkkkkkkkkkkkkkk…..”. There’s only one thing that can break you out of this mental rut – a mouth-watering piece of Smokey flavoured Zafita beef jerky. The smell alone will bring you crashing back to reality, where the full on flavour will give your brain that much needed second wind.
Zafita, the easy answers any where, any time.
Facebook Example #2
It’s you and your girlfriend’s stoic, mono-syllabic dad sitting out on the back deck. You need to say something but you somehow know that cracking the line “how bout that local sports team?” will earn you a death stare and awkward silence followed by a verbal dress down and a night on the couch when you get home. All you can do is sit there and sweat into your hipster beard. What on earth can you talk about? Wait! What about that packet of Original flavour Zafita beef jerky in your pocket? Crack it out and just watch as the old man opens up and treats you like the son never had or wanted.
Zafita, the easy answers any where, any time.
Proposal Letter
Concept: Very few, if any, social media campaigns exist in virtual isolation. In order to truly establish Zafita within the real world, we sought to enlist as many willing and able butchers as possible. We wanted to create an army of professional brand advocates who, without the right training and guidance, could help sell Zafita's outstanding jerky and sausages. Our initial carrot for them to follow was a direct statement of what they would gain from becoming members of the Zafita family, which would be accompanied by a very informative and enticing brochure (unformatted copy only version can be seen here).
Dear [Butcher name],
Due to your outstanding reputation in the local community, you have been chosen to join a very select group of elite Australian butchers.
Zafita invites you to join in the success of our acclaimed brand and become an ambassador for our range of delicious gourmet sausages and jerky. Both products are proven sellers that boast the bold flavours that today’s gourmet-driven consumers are actively seeking out.
By joining our select group of gourmet professionals, you will have access to:
· Our unique gourmet sausage spice blend
· Instructions for sausage making and quality assurance
· An established marketing strategy
· Eye-catching promotional materials
· World-class beef jerky
We aim to provide your meat selection with a profound point of difference and a voice to match. The Zafita sausage blend has been put through months of testing and experimentation. The satisfying result is a spice combination that is guaranteed to become the product of choice for your existing regulars, while attracting new customers.
After browsing through our educational brochure and sampling the one-of-a-kind Zafita spice blend, you will quickly understand how Zafita will help your butchery grow.
We be in contact with you shortly to discuss this exclusive opportunity.
Kind regards,
