Deliverables

Commercial |Pick n Pay Halftime Bites Biltong | Consumer

The Brief

Pick n Pay, one of South Africa's largest retail chains, was launching a biltong range timed around rugby season. Biltong and rugby are practically inseparable in South African culture, making the brief both obvious and competitive. The challenge was to cut through the noise of a saturated sporting occasion with something that felt cheeky, irreverent and built for the moment. The ads needed to feel like they belonged in a rugby environment without being predictable about it.

The Execution

A series of short animated commercials, bold, fast and deliberately in-your-face, designed to grab attention during peak rugby broadcast slots. The animation style gave the campaign freedom to push tone and humour further than live action would allow, leaning into the brash, passionate energy of a rugby crowd on matchday. Each execution was built around the halftime snacking occasion, making the product feel like a natural and necessary part of the rugby ritual rather than an interruption to it.

The OUTCOME

The campaign attracted significant industry attention, earning international recognition with a shortlist at both D&AD and One Show, two of the most prestigious creative award shows in the world. For a retail biltong campaign, breaking through at that level internationally speaks to the quality and originality of the work.