It has been 57 years since Simba chips launched in South Africa, the brainchild of Leon Greyvenstein, son of Ouma Greyvenstein (she of rusk fame). Simba has a legacy as a social and family sharing brand, andtThat’s the golden thread that runs through the latest Mapha TV campaign that promotes the sharing occasion.
‘Mapha’ is a South African township phrase born out of the humour of young kids, meaning to share or to give. Mapha is a game that has been in existence for many years and has been enjoyed by generations. It is generally used to encourage the other person to share a treat or snack with you, which made it fitting for Simba as a true South African brand to bring back the nostalgia with happy special relations.
The television commercial features well-known actor and comedian Siyabonga Radebe as well as veteran radio personality and actor Treasure Tshabalala amongst other recognisable faces. Viewers are taken on a trip down memory lane from the 1970’s and back to the present day, exploring how through the years, Simba chips have always been about quality, freshness and flavour but most importantly they are about family fun times. The commercial is in Zulu dialect with English subtitles to keep it authentic and proudly South African.
In 1956, South Africans were introduced for the very first time to the Simba Chippie. Not only did South Africa receive its very own ‘local is lekker’ chip, but also caught their first glimpse of Simba the Lion in 1957, who would one day become one of the country’s most recognised and loved icons.
Fast forward to the 21st century and Simba has re-launched the iconic potato chips brand with a new look and feel to drive additional interest in the snack aisle. The re-launch was focused on refreshing the range of Simba potato chips to address consumer needs while boosting brand exposure in retail outlets. In reinvigorating this heritage brand, Simba brand objective was not to reinvent the brand, but to build on and leverage the existing equity trapped within it namely quality, freshness and flavour.
The commercial was made by Network BBDO.