Our team created point of sale advertising to differentiate Wellington’s Chutney from their biggest competitor: Mrs Balls Chutney, South Africa. Their competitor at the time, Mrs Balls Chutney, was dominating the shelves. We rebranded Wellington’s Chutney, showcasing quintessentially South African families recipes, ensuring the packaging would stand out on the shelves.

Comparative advertising isn’t allowed in South Africa, so we had to be tactical with our advertising and reference their name, Mrs Balls.

Result? Brand loyalty to Wellington’s Chutney, the truly South African flavor.

Our Team

Creative Director: Tseliso Rangaka (Ogilvy), Art Director: Nicola Clarke | Copywriter: Anna Nurse