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Wimpy announces free breakfast on Twitter [Update]

Wimpy is a great South African brand that has moved with the times, kept up to date, and kept up with consumers. Known especially for its Wimpy coffee — there are a lot of clever marketing brains behind the brand.

The food outlet has had a really great run of ads, playing on South African humour and making us all laugh. Here are two of my favourites:

Now check out its new campaign, recently announced on Twitter: on 19 January, Wimpy is offering a free breakfast between 7am and 8am.

That’s a pretty bold marketing step if you ask me. Imagine the flocks of people who will be queuing up to get their free streaky bacon. I’m all for freebies but hell, there’s no way I’ll be waking up at the crack of dawn to stand in a line for a breakfast valued under R20.

That said, I do think it’s a cool campaign. I’d be concerned though about the number of people who will show up on the day and the potential loss Wimpy will incur. Then again, the actual product is fairly inexpensive and making consumers feel appreciated and rewarded is worth far more.

I wonder why more brands haven’t woken up to ideas like this. Making a consumer feel rewarded and therefore happy will have a much more positive spin-off than trivial marketing efforts.

If you’re like me and are a slave to freebies, coupons, discounts etc, a brand that gives you something for nothing scores mega brownie points, which inevitably results in brand loyalty.

I’m not taking about those in the LSM 8-10 bracket here — they have so much money they can buy 10 wimpy breakfasts if they want to. No, this campaign is aimed at the guy in the street — the bulk of Wimpy’s consumer base.

People like free stuff. Anything free always looks smells, tastes and just seems better. It’s like someone else making you a cup of tea. There really isn’t much to it, but it just tastes better when someone does it for you.

So come Thursday, Breakfast’s on wimpy!

Ed. The South African arm of global gym brand Virgin Active has issued a tongue-in-cheek response to food outlet Wimpy’s free breakfast offer. The health club sent out an official tweet saying that anyone bringing in the receipt from their free Wimpy breakfast would receive a free workout.

The restaurant franchise, best known for its coffees, burgers, and breakfasts, first announced the free breakfast on the popular social networking platform.

There is, however, one slight cathch: The offer doesn’t apply to Virgin Active Classic Clubs.

Author | Megan Bernstein

Megan Bernstein
Megan has a love and passion for great brands and extraordinary advertising. She is a true Generation Y baby. Immersed in all forms of new age marketing finding it an invaluable tool. Social media strategist for DigitLab by day, blogger for under5foot and Memeburn by night. More
  • Joesoap

    Everybody – tell all the hobos in creation about this.  Good on you Wimpy!

  • Dzignergirl

    Wimpy why couldnt you have done a proper promotional drive and fed the homeless or less fortunate?  Granted we all love a freebie, but lets face it, everyone that raced off this morning, I’m pretty sure, could afford to pay for it. The mere fact that you announced this on twitter and not anywhere else, where the lesser fortunate Jo Public could be informed and take advantage of this, is apalling.

    “Help make 2012 memorable”……  For whom? I don’t get it. And to top it off, we get to hear how some people didnt even finish their ‘free meal’.

    Come on Wimpy…you can do better than this! 

  • Well done Wimpy!  I think it is great of Wimpy to reward its paying customers.

  • Wordsmith

    Overheard: “Definitely going follow @wimpy_sa from now on in case there’s another deal like this one.” Guess that was the idea behind it, guys.

  • Pingback: Virgin Active jumps on the Wimpy bandwagon | Jonathan Houston()

  • SW

    Wimpy coffee is disgusting.

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  • Michael

    Dear Megan. You mention here the this campaign was targeted at people below LSM 8. I have to ask the question but why the hell did they use twitter!!!? I can’t see many people lower than LSM 7 on twitter. There are much better media option. I think Wimpy’s TM is more like 8-10, sure they will get some 6 and 7’s but not their TM!

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