Copywriting
Student portfolio
BLITZ & Boereraad
With this group project, myself, Rachel Day, and Michelle du Plessis recognised that BLITZ Firelighters needed to embrace a new vision to embrace a whole new demographic - Afrikaans Millennials.
Objective & Insight
Blitz as a brand is so popular that it has become an eponymous name in Afrikaans households. The problem the brand is facing, is that only older Afrikaans households use the firelighters brand out of tradition and habit. Millennials and new users prefer house-brand, homogenous products as Blitz itself is more expensive.
Our objective was to increase sales, brand awareness, and renew customer loyalty to this robust South African brand. ​
Our brand insight was that Blitz users use the product out of tradition, generational habit, and consistency. The most significant insight we had amongst consumers is that Afrikaans Millennials associate braaiing and Afrikaans tradition with 'boere-raad'; generational old wives' tales. Whilst our consumer insight slotted in with the brand insight, we had to figure out a way to synergise the two without steering away from Blitz's most prevalent forms of marketing - print.
Through our campaign the brand will experience word-of-mouth as well as additional social media coverage through its consumers, but will remain focused on print to maintain its brand’s consistency.
OUR SOLUTION
 Posters |  Boereraad DPS 1 |  Boereraad DPS 2 |  Boereraad DPS 3 |  Oom Blitz Boereraad Sleeve Side 1 |
|---|---|---|---|---|
 Oom Blitz Word Search Side 2 |  Blitz Boereraad Special Edition Box |  Blitz Boereraad Post Box Side 1 |  Blitz Boereraad Post Box Side 2 |