Wimpy
Everyone’s Welcome
Integrated Campaign
From breakfast stop-offs and quick catch-ups to weekend family outings, Wimpy has been part of South Africa’s story for almost 60 years. But as newer players and digital platforms captured younger, choice-rich consumers, the brand needed more than nostalgia to thrive.
industry
retail
services
integrated
campaign strategy
activation
After launching the “Everyone’s Welcome” platform across TV, radio, digital and OOH, the next step was to see what it looked like in a tangible, in-store experience.
Our activation at the Mall of Africa turned the positioning into something you could wear. Patrons who ordered a BBQ Cheeseburger combo got to to take home personalised T-shirts with custom naming done on the spot. Nicknames, squad names, clan names, you name it. The experience leaned into Wimpy’s trademark hospitality, recognising real South Africans as they are and sending them home with a keepsake that felt personal, playful and proudly local.