A pilchard a day

An apple a day might keep the doctor away but pilchards make you strong, fast and smart.

To illustrate the health benefits of eating Pilchards, which is packed with vitamins, iron and omega 3, Saatchi & Saatchi Cape Town created an exciting print campaign.

The “Super Heroes” campaign for Saldanha Pilchards highlighs the benefits of eating this product by giving superhero status to the Cape fisherman that bring the fish to our plates.

Shot on location in Kalk Bay, the campaign used real fishermen and portrayed them as having the strength of Popeye, the energy of Superman and the brain power of Einstein. These images formed part of a newspaper print campaign pitched at the LSM 5-7 market.