South African adults and households looking for convenient, flavourful ways to bring variety into everyday meals, particularly consumers who enjoy discovering new cuisines and experimenting with different flavours at home.
A Taste of the Middle East, Your Way
Al’Fez is about discovering the flavours of North Africa and the Middle East and making them easy to enjoy at home.
For this campaign, creators will show how one simple prep can inspire two different meals, using Al’Fez to bring flavour and variety into everyday cooking.
· For example, shawarma chicken could become a wrap with salad and tahini for one meal, then a colourful couscous bowl the next.
· Or harissa-roasted vegetables could be served with couscous and falafel, then transformed into a flatbread or salad with tahini.
The idea is simple: one prep, different meals, with the distinct flavour inspiration of Al’Fez running through each. Keep the Middle Eastern/North African inspiration recognisable but make it your own.
We will provide recipe inspiration, product information, content references and example videos as a guide where needed.
Content should feel colourful, generous, flavourful and achievable.
Show the Al’Fez product, the initial prep, and how that prep transforms into two genuinely different meals. Use ingredients, accompaniments and serving styles that complement the product and keep the Middle Eastern/North African inspiration clear.
To capture attention, lead with emotion rather than “just another recipe” video. For Al’Fez, that emotion is delight and surprise: the small thrill of the reveal when one prep turns into something completely different, and the generosity of a table that keeps on giving. Let that transformation moment be the heart of the story.
· 1 x “One Prep, Two Meals” Video – Show one Al’Fez-inspired prep becoming two different meals.
· 1 x Product Showcase – Highlight the Al’Fez product used and how it brings flavour and versatility to the meals. Let your audience know that Al’Fez is exclusive to Pick n Pay.
· 1 x Story – Share one of the finished meals and encourage your audience to discover new flavours with Al’Fez. Tell them where to find it: exclusively at Pick n Pay.
Recipe inspiration and content references will be shared as a guide — stay true to the flavour inspiration but make it your own.
Do's:
Show the product pack clearly and in focus at least once, label facing camera
Show the prep session and at least two or three finished meals that come out of it
Name the specific Al'Fez products you used
Cook in your own kitchen with your own voice, unscripted is the point
Keep it simple enough for a viewer to replicate with everyday ingredients
Don'ts:
Don't make health, nutrition, weight loss or dietary claims
Don't claim the product is authentic Moroccan or Lebanese beyond what is stated on pack
Don't decant the product into unbranded bowls or jars before the pack has been shown
Don't play into cultural stereotypes, accents or caricature when talking about the cuisine
Don't alter the Al'Fez logo, packaging or brand colours in edits or overlays
Don't use AI-generated food imagery; all food shown must be cooked and shot by you
