The concept for the radio ads stems from two main insights. The first being that cats are almost never seen in townships in South Africa. Secondly, black cats in particular are associated with witchcraft with it rumoured that residents in the Kasi kill them before they have a chance to enter.

From here, the radio adverts play on the miscommunication barriers that are evident in and across the many South African languages. They portray people seemingly speaking of the actual black cats whereas it is revealed to be Black Cat Peanut Butter. It makes for a humorous transaction between the characters that is relatable on many levels to the target market. 

Black Cat Peanut Butter is a Proudly South African brand, however this is not evident in their communications. Further there is no explanation as to why the brand got its name “Black Cat”. Thus, by bringing back the cat back, the brand can hold own the title of only cat allowed in the kasi. 

The ads are recorded in isiXhosa, as well as colloquial language to make it more relevant to the audience for which it is intended.