Ad power tempts palate
DEBONAIRS is noted for the strength of its advertising and promotion. Last year it won the Brand Builder of the Year award from the Franchise Association of Southern Africa.
Some of the credit must go to Debonairs' advertising agency, Matthews & Charter, Ogilvy & Mather, which was given a simple brief: achieve widespread awareness of the brand.
The agency's job was made easier by the fact that Debonairs has a distinct brand image and corporate personality. The advertising campaign, it decided, should be exciting, upbeat, memorable and intrusive, using radio, the press and leaflets. The maximum advertising use is also made of packaging, promotions and other in-store materials.
"Matthews & Charter, Ogilvy & Mather also embarks on regular and open communication on national, regional and local levels," says an agency spokesman.
"This leads to a better understanding of Debonairs and their products. It is important that the correct image of Debonairs is portrayed. Debonairs Pizza is set apart from its competition by its fast and efficient home delivery service, conducted in great style.