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Wimpy Creates New Burger Category

Press Release - South Africa, 08 May 2016

Wimpy, the 49-year-old fast-service restaurant in the Famous Brands stable, has created a new category of burger with the launch of the SLAM Burger, a 150g pure coarsely-ground beef meatball slammed onto the sizzling grill and then shaped by the unique SLAM press just long enough to lock in the succulent juices and flavour.

The new category is being introduced to the South African public via a TV ad running on the country’s major television stations from FCB Johannesburg and specialist production house, Hungry Films.


According to Wimpy Marketing Manager, Luise Peters, the new category introduces customers to a burger ‘like nothing they’ve ever seen or experienced before’ and will assist Wimpy attain key marketing goals.

“The SLAM Burger launch in South Africa provides Wimpy with the opportunity to expand its conversation with the mainstream market as well as grow its burger credentials,” she said.

The ad was conceived by FCB Joburg’s team of Executive Creative Director Jonathan Deeb, Associate Creative Director Kyra Antrobus and Copywriter Jessica Everson and shot by Hungry Films’ Ian Difford.

Post-production was handled by Nova, and Audio Militia composed the track ‘Whoomp, there it is’ off the original from the rap duo, Tag Team.


You can view the ad here:


Client:                                       Famous Brands

Brand:                                       Wimpy

Marketing Manager:                   Luise Peters

Creative agency:                        FCB Joburg                  

Key account management:         Mike Di Terlizzi, Musa Phanga and Muzi Mabhena

Executive Creative Director:        Jonathan Deeb

Copywriter:                                Jessica Everson                        

Associate Creative Director         Kyra Antrobus

Strategic Planner:                      Rita Doherty and Thobeka Sibiya

TV production:                           Vanessa Borthwick                   

Media Planners:                         The Media Shop            

Production companies:               Hungry Films                

Director:                                    Ian Difford                                 

Editor:                                       Nick Goodwin                           

Post-production:                        Nova