iPendoring 2025 Finalists
Lamb Champs
DUKE ADVERTISING (PTY) LTD / CAPE TOWN + ONIN PRODUCTION (PTY) LTD T/A DUCHESS / CAPE TOWN
Client / Brand
Pick n Pay Retailers (Pty) Ltd
Entry Title
Lamb Champs
Description (View/Hide)
As headline sponsors of Lamb Champs (a reality series on KykNet), Pick n Pay briefed us to create a campaign of TV ads highlighting the sponsorship and pushing the audience to watch the show.
Our core concept spoke to the quality of Lamb Champs lamb and allowed us to make work that used humor to deliver our message. Sheep and farmers became the stars of the show under the idea: “Lamb so lekker hulle sê self so.”
Our creative executions leaned into the fact that we were talking to an Afrikaans-speaking audience. All dialogue was thick with Afrikaans idiom and turn of phrase. Additionally, we looked to mine insights from the SA farming community – playing off things like family naming conventions, award-winning lamb – and the fact that SA is a proudly meat-eating nation.
Our core concept spoke to the quality of Lamb Champs lamb and allowed us to make work that used humor to deliver our message. Sheep and farmers became the stars of the show under the idea: “Lamb so lekker hulle sê self so.”
Our creative executions leaned into the fact that we were talking to an Afrikaans-speaking audience. All dialogue was thick with Afrikaans idiom and turn of phrase. Additionally, we looked to mine insights from the SA farming community – playing off things like family naming conventions, award-winning lamb – and the fact that SA is a proudly meat-eating nation.
Entered In
DUKE ADVERTISING (PTY) LTD / CAPE TOWN + ONIN PRODUCTION (PTY) LTD T/A DUCHESS / CAPE TOWN
Client / Brand
Pick n Pay Retailers (Pty) Ltd
Entry Title
Lamb Champs
Description (View/Hide)
As headline sponsors of Lamb Champs (a reality series on KykNet), Pick n Pay briefed us to create a campaign of TV ads highlighting the sponsorship and pushing the audience to watch the show.
Our core concept spoke to the quality of Lamb Champs lamb and allowed us to make work that used humor to deliver our message. Sheep and farmers became the stars of the show under the idea: “Lamb so lekker hulle sê self so.”
Our creative executions leaned into the fact that we were talking to an Afrikaans-speaking audience. All dialogue was thick with Afrikaans idiom and turn of phrase. Additionally, we looked to mine insights from the SA farming community – playing off things like family naming conventions, award-winning lamb – and the fact that SA is a proudly meat-eating nation.
Our core concept spoke to the quality of Lamb Champs lamb and allowed us to make work that used humor to deliver our message. Sheep and farmers became the stars of the show under the idea: “Lamb so lekker hulle sê self so.”
Our creative executions leaned into the fact that we were talking to an Afrikaans-speaking audience. All dialogue was thick with Afrikaans idiom and turn of phrase. Additionally, we looked to mine insights from the SA farming community – playing off things like family naming conventions, award-winning lamb – and the fact that SA is a proudly meat-eating nation.
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