The Wimpy♥Summer campaign was a multi-faceted, mixed media campaign that aimed to define the quintessential summer moment for Wimpy customers. To be engaging, across the board, with the cosmopolitan demographic that the Wimpy brand draws we devised a segmented, localised approach to a national promotion.
We decided on 6 pre-determined market segments; Cape, beachfront, low-veld, urban, Midlands and Free State; and designed in-store POS depicting a summer experience unique to each locale. Each POS segment was then rolled out across all Wimpy trading formats (old-look, new-look, Drive Thru, Roadhouse, Halaal, etc.) all together a total of 44 artwork formats across the 6 segments.
A dynamic new website with state-of-the-art features was launched in conjunction with the campaign on 9 December 2011.