Knowing that unexpected guests can be stressful if you have nothing tasty to serve them, we positioned SOUTH CAPE as the solution to ‘Social Emergencies’ - A SOUTH CAPE camembert wheel being all anyone needed to be prepared.Staying away from cluttered food environments, we built ‘social currency’ around the brand across a major radio network. On-air talent told their social emergency stories and encouraged listeners to call in and do the same for the chance to win cheese hampers.By putting a name to the horror of last minute entertainment, bringing the issue out into the open and positioning SOUTH CAPE as the solution we were able to create the client’s most successful campaign of all time.

By communicating how SOUTH CAPE could ward off any Social Emergency we successfully delivered significant uplifts in many areas.Across the campaign period we saw a 30.7% increase in volume, grew share by 2.5% year on year and increased penetration by 23% compared to the same period in 2009.Consumer engagement with our ‘Social Emergencies’ radio campaign was extremely positive as eager listeners flooded switchboards to tell their own stories. As a result 39% of home entertainers now recognise SOUTH CAPE as being “a saviour for social emergencies” Australians no longer fear unexpected guests – All thanks to SOUTH CAPE.