Mindpool Productions and Fenix Marketing joined forces to launch the ‘Making The Cut’ brand campaign for Karan Beef.
The brand campaign is a comedy talk show, hosted by brand mascot, BEEF, who ‘grills’ South African celebrities in a studio environment. With BEEF as the new talkshow host in town, everyone is talking about him. There’s a whole lot at ‘steak’ when BEEF opens his mouth, and that’s no bull.
A series of comedy spots, launched nationwide across social media, take a humorous approach to each celebrity’s career, shining the spotlight on their achievements, personalities and behind-the-scenes anecdotes. The campaign was launched on digital and social media platforms and has featured such celebrities as rugby legend Kobus Wiese, singing sensation Kurt Darren, TV and movie star Desmond Dube, who get up-close and personal with South Africa’s beefiest and most fearless talk show host.
Other top celebrities, including Blue Bulls and Bok icon Naas Botha, stand-up comedy star Joey Rasdien, radio star Poppy Ntshongwana, rap and roll legend Jack Parow, and award-winning singer Refentse Morake. The most recent episodes launched featured Alvin Bruinders, singer and well-known comedian, as well as South African model and television presenter, Minki van der Westhuizen. Upcoming guests include iconic comedian Schalk Bezuidenhout and lifestyle and TV representative Leandie du Randt.
Making The Cut showcases Karan Beef in a positive and approachable light, as a brand for all South Africans. ‘South Africans love a good laugh and comedy is a fantastic genre to unite people. From concept to execution, we collaborated with some of the finest talent in South Africa to create this memorable campaign and the results speak for themselves,’ said Brad Visagie, Managing Director of Mindpool Productions.
Over the last four months, Making The Cut has shared laughs with many South Africans, with over 43 million impressions, 23 thousand followers and 15 million video views achieved. ‘Our digital strategy for this campaign needed to touch the homes and hearts of all South Africans, while growing a strong brand following for Karan Beef. A variety of social media and digital platforms were used to ensure reach and frequency, but most importantly achieving engagement and longevity of the campaign living online,’ said Mike Chisnall, CEO at Fenix Marketing. The campaign continues to grow, with new episodes and snippets being released regularly across YouTube, TikTok, Facebook and Instagram.