This advert for Lucky Star Pilchards positions the product as an affordable, flavourful, and versatile protein source—particularly relevant with rising chicken prices. The creative approach combines humour and a playful illustration style to resonate with South African consumers.
The advert’s core objectives is to reinforcing Lucky Star’s reputation as a trusted household staple and a healthy and affordable source of protein. Visual storytelling focuses on relatability, humour, and cultural pride, ensuring strong recall and emotional connection.
The primary target market is 25- to 55-year-olds in low- to middle-income households across South Africa. These consumers are often the main decision-makers for cooking and grocery shopping, seeking affordable, nutritious, and convenient meal solutions. The audience includes busy parents, students, singles, and budget-conscious individuals in both urban and rural areas. Psychographically, they value practicality, health benefits, and trusted heritage brands.
By integrating humour with clear product benefits—affordability, convenience, and health—the campaign speaks directly to the lived realities of its audience. The result is a set of engaging, culturally relevant ads designed to boost purchase intent and strengthen Lucky Star’s position as South Africa’s leading canned fish brand.