{"id":173735,"date":"2020-12-01T03:20:47","date_gmt":"2020-12-01T01:20:47","guid":{"rendered":"https:\/\/mypr.co.za\/?p=96961"},"modified":"2020-12-01T03:20:47","modified_gmt":"2020-12-01T01:20:47","slug":"south-african-heritage-brand-refreshes-corporate-identity-charts-a-new-creative-direction","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/south-african-heritage-brand-refreshes-corporate-identity-charts-a-new-creative-direction\/","title":{"rendered":"South African Heritage Brand refreshes corporate identity, charts a new creative direction"},"content":{"rendered":"
<\/div>\n

Eskort, the 103-year-old South African brand with an enviable reputation for quality, has partnered with MetropolitanRepublic to refresh its corporate identity and launch a new creative platform with an exciting campaign that walks and talks like a truly iconic South African brand.<\/p>\n

This moment in the brand\u2019s life cycle is a reflection of its intention to solidify its rightful position in the hearts and minds of South African consumers.<\/p>\n

To this end, the refreshed corporate identity builds onto an already iconic logo by presenting a newly developed typeface and iconography that speaks to the textures of our country.<\/p>\n

The new creative platform \u2018It\u2019s Eskort\u2019 becomes how the current payoff line \u2018Life\u2019s Delicious\u2019 comes to life in a way the consumer can touch and feel, helping Eskort cement its household name status among certain consumer segments and grow awareness for its best taste and safety reputation.<\/p>\n

Taking this new corporate identity and positioning to market is a 360\u00b0 campaign that\u2019s dominated by television and digital because they both offer high reach nationally, build reach fast versus other media platforms, and offer the ability to use and leverage similar content.<\/p>\n

The personality of the television campaign, which sees two executions launching in November and one in January, is inclusive, optimistic, innovative and resourceful. Their tone is local, loud, proud and humorous.<\/p>\n

You can watch the commercials here:
[embedded content]
https:\/\/youtu.be\/CinnNYSwXvI.<\/p>\n

The rationale behind the brand refresh lies in the agency and brand\u2019s collective assertion that the pork industry is primed for a strong player to step in, or rather step up, to reinvent the market category.<\/p>\n

Eskort\u2019s Group Marketing Manager, Marcelle Pienaar, explained: \u201cThe pork category is facing several challenges right now. South Africans don\u2019t buy and consume enough pork products. They are simply unaware of the myriad consumption opportunities.<\/p>\n

\u201cIn a nutshell, the majority think pork is just bacon, sausages and sandwich ham, whereas \u2013 in reality \u2013 it\u2019s so much more.<\/p>\n

\u201cOur challenge to MetropolitanRepublic was four-fold: educate our consumer groups; differentiate the Eskort brand; build brand recognition and quality, taste and safety attributes; and build relevance and emotional connection with the youth. Doing this, we know, will revitalise the entire category,\u201d she added.<\/p>\n

The agency\u2019s response to Eskort\u2019s request was to disrupt the convention that pork should be positioned on quality and safety alone but instead leverage the positive associations and sensory triggers of the eating experience and occasion.<\/p>\n

According to MetropolitanRepublic Executive Creative Director, Kamogelo Sesing, Eskort already owns several valuable territories that would enable it to do so.<\/p>\n

On the functionality side, there\u2019s quality and safety; a superior taste profile \u2013 and taste is the key driver for food, he pointed out, value with its own butcheries selling value-added products; and ownership of the entire supply chain from farm to consumer. On an emotional level, there\u2019s the fact that Eskort is a trusted brand and that it makes South Africa\u2019s best loved bacon and pork sausage.<\/p>\n

\u201cCreating the new brand positioning and creative platform wasn\u2019t about making up a space that Eskort could own \u2026 it\u2019s about owning the space it has already created and amplifying it,\u201d said Sesing.<\/p>\n

\u201cThe owned space \u2013 Eskort is South Africa\u2019s premium pork brand with a track record for providing the best quality, value, range and innovation to South Africans \u2013 gave rise to the big idea that positioned Eskort as the obvious brand of choice because of the love South Africans have for it, not just as a pork brand but as a social glue. Something around which people gathered and celebrated.<\/p>\n

\u201cThat is Eskort\u2019s purpose, to bring people together, and that\u2019s something bigger than the brand. And so, it wasn\u2019t too difficult to land the idea that it\u2019s not just a pork brand but more than that. It\u2019s Eskort,\u201d he explained.<\/p>\n

Sesing added that the brand also comes alive in the digital world which will be driven through
MetropolitanRepublic\u2019s proprietary ALWAYS ON digital process. The success of this process hinges on all content being created a month in advance so that the team can focus its time on optimisation rather than simply \u2018getting things live\u2019. This ensures it is always engaging reactive and proactive with the various online communities and constantly making media optimisations.<\/p>\n

The new corporate identity and pay-off line launched on November 18 with the TVCs and digital work, as well as branding at Eskort\u2019s head office and processing plants. Other elements in the retail environment and promotional activities roll out over the next few months.<\/p>\n

Credits<\/strong>
Client: Eskort
Group Marketing Manager: Marcelle Pienaar
Creative Agency: MetropolitanRepublic
Executive Creative Strategist: Paul Warner
Executive Creative Director: Kamo Sesing
Creative Director: TJ Njozela
Copywriter: TJ Njozela
Business Unit Director: Delene Henrico
Head of Broadcast: Nicola Berry
Production House: Made Films
Director : Dani Hynes
Dop: Tom Revington
Executive Producer: Melanie Curtis
Producer: Dumisani Mvumvu
Editor \u2013 Offline Jamie Taylor
Editor \u2013 Online Shaun Froneman
Audi Production: Sterling Sound
Audio Engineer : Sean Williams
Voice: Thabang Manyelo<\/p>\n

CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n

Pages: Page <\/span>1<\/span> Page <\/span>2<\/a><\/div>\n

Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Eskort, the 103-year-old South African brand with an enviable reputation for quality, has partnered with MetropolitanRepublic to refresh its corporate identity and launch a new creative platform with an exciting campaign that walks and talks like a truly iconic South African brand. This moment in the brand\u2019s life cycle is a reflection of its intention […]<\/p>\n","protected":false},"author":1,"featured_media":173736,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-173735","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2020\/12\/south-african-heritage-brand-refreshes-corporate-identity-charts-a-new-creative-direction.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/173735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=173735"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/173735\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/173736"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=173735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=173735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=173735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}