It follows the impact achieved on multiple platforms by the brand’s iconic ‘Add that Something Something’ campaign. The work has already won international honours as the Outstanding Integrated Ad Campaign at the 2013 Internet Advertising Competition Awards.

The US-based Web Marketing Association IAC Awards programme attracts work from specialists in online and associated disciplines in 96 countries. As a result, IAC accolades have become the yardstick for digital and convergence excellence.

“Awards are a bonus,” says Sucevic. “The real win is convincing local proof of the power of media convergence, even in a developing market that’s relatively small by world standards. Our consumers are sophisticated users of new technology and are best reached by creative, strategic utilisation of multiple platforms. Crosse & Blackwell used numerous ingredients from the communication mix and served up a blueprint for convergence success for brands looking to integrate and dominate.”

Tequila, the future trends and strategic digital creative agency, worked on ‘Something Something’ with stablemate TBWA \Hunt\Lascaris, Crosse & Blackwell’s agency of choice for above-the-line advertising.

Classical advertising formats included print, radio and print, backed by redesigned web platforms, digital applications, social and mobile media and in-store activity. The unifying theme was that Crosse & Blackwell, South Africa’s favourite mayonnaise, adds something special to every occasion. The brand engaged with customers by providing them with six party templates to choose from for the consumer’s next something special moment.

Event set-ups were posted on Facebook and accessed via a Facebook connect application built into the new Crosse & Blackwell website.

More value was added by offering consumers a chance to ‘win your share of R100 000’. A recipe section on the site encouraged more interaction by inviting consumers to add their personal something to any recipe, then rate, download, print or share it.

Those purchasing product had opportunities for something of a reward with spot airtime prizes worth R400 000.

The brand’s role in food, family and entertainment occasions was underlined in TV and radio spots by featuring personalities like boxer Baby Jake Matlala; film favourite, Alfred ‘Shorty’ Ntombela; and comedian, David Kau.

The comic’s bunny chow cooled down with Crosse & Blackwell mayo turned into a memorable moment in a 90-day campaign that opened in October 2013 and ran into the new year. By then, the campaign had logged over 90 000 digital and mobile interactions while generating strong above-the-line traction.

Sucevic noted: “Figures from the global Interactive Advertising Bureau suggest internet ad revenue may have reached $17 billion in 2012, with continued growth in prospect. Digital and net-based platforms are obviously becoming essential. The challenge is how to integrate them into holistic campaigns that consumers respond to, enjoy and share. Locally, it took something special to show how successful the integration recipe can be. After the Crosse & Blackwell experience, I’ve seen the advertising future and it works.”