The ‘breakfast of champions’ achieved sustained impact for a decade-and-half with a hugely successful formula that spoke to South Africa’s love of sports and love of kids. Heart-warming ads celebrated breakfast-powered champions of the future in sports from boxing, to soccer, to swimming.

But with every passing year, the risk increased that age would finally catch up with the concept in South African advertising, commented Vanessa Maselwa, Group Account Director at TBWA \ Hunt Lascaris.

Maselwa says; “Timing was crucial. We had to make proactive changes before there was any suggestion the format was starting to look dated and do so in a way that harnessed the brand equity established over so many years.”

“To freshen the positioning, we had to showcase a clear change of direction while building on all the positives associated with the ‘breakfast of champions,’” Maselwa says.  

To lead the Jungle Oats evolution, Tiger Brands briefed TBWA\ Hunt\ Lascaris\ Johannesburg.

The ad agency team, in tandem with the Tiger brand-builders, redefined the positioning by redefining and broadening the concept of a champion.

Instead of narrow but entertaining focus on sports, the parameters were widened to cover any endeavour requiring dedication and talent.

Pete Khoury, Chief Creative Officer of TBWA\Hunt\Lascaris, says; “The emotional signature had to be retained. Consumers love Jungle Oats advertising and this heart-felt connection had to continue. The brand speaks to youthful aspiration so we had to develop a scenario spotlighting childlike ambition while raising a smile. In addition, the concept had to be campaignable into the medium and long term.”

The result was a new campaign platform; “Have a good breakfast. You have a big life ahead of you”. We all know breakfast is the most important meal of the day, so they amplified that thought, to reinforce the role of Jungle Oats as the fuel of success.

The campaign launched with the creation of a new hero in the latest Jungle Oats TV commercial. He’s ‘Dikei’, a 10-year-old aspiring comedian. The youngster puts in countless hours working on his routine.

Dikei is not yet in the limelight. Instead, the streetlight outside his home serves as his stage, his audience the veld across the street. Dikei has a pretend microphone that looks very much like a hairbrush, then a broom.

We see his dedication and energy and how this wins over his family. His first gig is at an old people’s home. Dikei raises a laugh and some spirits.

Khoury says; “Turning a wannabe comic into a champion is a very contemporary metaphor. Our country has a vibrant stand-up comedy scene. Young up-and-coming comedians are building a big following, while Trevor Noah has already made the big time in the States.”

“But you have to start somewhere, and the start for Dikei and countless others is Jungle Oats. It remains the ‘official energy supplier to champions’, but clearly this title is not restricted to the realm of sports. Everyone with youthful dreams needs to ‘have a good breakfast’ because ‘you have a big life ahead of you’. We also see a big life ahead for Tiger’s broad-based champions theme. It’s got a lot of legs,” concludes Khoury.

Watch the advert here.

For more information, visit www.jungleoats.co.za. Alternatively, connect with them on Facebook or on Twitter.