Deliverables

Print | Poster | Campaign | Nola Mayonnaise | FMCG

The Brief

Nola Mayonnaise is one of South Africa's most recognised condiment brands, with deep roots in the mass market.
The challenge was to communicate a simple but powerful truth: that “Nola brings any food to life”.

Not through appetite shots or polished food photography, but through an idea that would stop people in a magazine and make them look twice.

The Execution

Working with a skilled cardboard technologist, three full plates of food were constructed entirely from paper and cardboard. A visually appealing arrangement of paper-crafted food items resembling a variety of dishes, showcased in three distinct plates.

No real ingredients. No digital trickery. Each dish was photographed as a straight print/poster ad, with the Nola bottle sitting quietly in the corner and a single line doing the rest: The taste that brings food to life. The joke lands the moment you see it. Even made from cardboard, the food looks like you'd want to eat it.

The Outcome

The campaign was recognised as a Loerie Finalist, one of South Africa's most prestigious creative awards. The client also extended the duration of the campaign, extending the execution into an in-store campaign and marketing at point of sale.