INSIGHT

Aromat has been accused of being a cheat. It is said that Aromat contains a lot of Monosodium Glutamate which is rumoured to pose various health risks. This is not true. There is no scientific evidence of health risks caused by Aromat or MSG intake. 

However,this much is true, Aromat is a cheat. It is a “yellow salt” with lots of MSGs selling as a spice. 

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The brief required me to design a fun, yet informative campaign that simultaneously calls out Aromat for being a “cheat” and encourages customers to stay loyal to their “guilty pleasure” because it’s not that bad. 

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CONCEPT

My concept plays on the idea of Aromat being a “guilty pleasure”. As an ol’ time family favourite it is hard to let go of Aromat even with its added preservatives and cheating just like your favourite dessert or that boy/girl your mum warned you about.

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I chose the slogan “Everyday is a cheat day” because most families use Aromat daily. The idea is to relate it to romantic cheating to incite emotion since this is something we’ve all experienced at least once in our lives. I also included the “cheat day” in the context of fitness junkies to extend the target market. 

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The concept is executed through posters that will be placed inside grocery stores and posted throughout various social media platforms, billboards and short commercial videos that will be played on tv and social media platforms. There are interactive benches throughout the country near supermarkets, braai places and other places where customers can sit and eat. Customers will also get key chains of the characters in store when they buy the spice as a promotional item.