Retail advertising under the spotlight
This month retail advertising was under the spotlight at the Financial Mail AdForum, in association with Ornico. A series of print, radio and television adverts from the retail industry were critiqued by a panel consisting of Havas CEO Lynn Madeley, Joe Public’s Xolisa Dyeshana, TBWA’s Sean Donovan and Ornico’s Mongezi Mtati. The first ad on the agenda was a television spot from Checkers featuring Gordon and Matilda Ramsay. The commercial opened with the statement that many parents felt guilty about what they fed their children. The panel agreed that Gordon Ramsay was a good fit with the brand. Healthy, compelling, authentic work, said Dyeshana. Mtati, however, pointed out that for consumers who did not know who he was, the ad would mean nothing. Donovan said the ad worked because Checkers was trying to move up in terms of quality and LSM appeal, in its advertising as well as its new store formats, which showed delivery on brand promise.