The online space is saturated with food. Recipes, videos, vlogs, listicles, stories – whatever the format, food is in and the trend is not going away anytime soon. Pick n Pay, a South African food retail giant and one of John Brown’s oldest clients, wanted to join in on the digital food conversation with video content, but in a way that would stand out in a crowded environment.
Pick n Pay prides itself on helping customers with a wide range of products at affordable prices. Whatever the content solution was, it needed to be more than just engaging and shareable – it needed to provide the viewers with something that actually benefits or improves their lives. Strategic digital thinking, creative food expertise and an understanding of the audience was the only way to tackle this problem.
These videos would need to focus on affordable, family-friendly meals that are light on cash but still big on flavour.
With the South African consumer facing increased taxes, fluctuating meat prices and a weaker currency, it was clear the audience needed advice on how to eat well without breaking the bank. While many South Africans understand the need to cut back financially, that’s hardly an excuse to sacrifice good eating. These videos would need to focus on affordable, family-friendly meals that are light on cash but still big on flavour and portion sizes.
Enter Siphokazi Mdlankomo (Chef Sipho), Pick n Pay brand ambassador and 2015 Masterchef SA first runner-up. Already an established voice in Pick n Pay’s Fresh Living magazine, and a creative cook from the same background as everyday Pick n Pay shoppers, Chef Sipho was the perfect choice for the face – and hands – of the Pick n Pay food videos.
Shot top-down to suit trending videos, with styling and lighting in the established style of Fresh Living, the Chef Sipho food videos are less than a minute long and feature recipes like breakfast pap pizza, 3-ingredient starters, chakalaka shakshuka and many more. To date, Chef Sipho’s collection of recipe videos has reached more than 6.8 million viewers on Facebook, with an average watch time of 54 seconds on YouTube.
“The response to Chef Sipho videos has been phenomenal, with customers consistently asking for more. These videos are a perfect example of how great content can strategically be used to address various needs of our customers while inspiring, entertaining and engaging with them.”
Pick n Pay Head of Digital