Industry Craft > Art Direction

ROBERTSONS REINVENTION KITCHEN

THE HARDY BOYS, Durban / UNILEVER / 2018

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OVERVIEW

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• Robertsons is a well-known, trusted spice brand in South Africa – it has a long and intriguing history and is known to every South African. Having said that, few consumers know what herbs and spices go into Robertsons signature blends – or that they’re sourced from around the world and blended to perfection by master-blenders – hence consumers’ increasing reluctance to pay a premium for a brand that was perceived to no longer offer significant difference or added value versus competitors.

• The chefs used were all well-known local celeb chefs

• The dishes served on the Paprika evening particularly were “re-inventions” or modernisations of popular local dishes.

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