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:
No ad to show here.
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.
If you still have your Free Wimpy Breakfast receipt, bring it in to any @virginactiveSA for a free workout! Remember we need that receipt!!
— Giovanni Ghignone (@virginactiveSA) January 19, 2012
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.
The WImpy deal has one catch – no Classic Club entries – sorry guys. 🙁
— Giovanni Ghignone (@virginactiveSA) January 19, 2012
