Lucky Star Appoints JWT Cape Town as Lead Creative Agency

Lucky Star, the marketers of the iconic South African canned fish brand and Lucky Pet cat food, appointed JWT Cape Town as its lead creative agency. From June JWT will drive all advertising and creative across markets in the African continent to increase Lucky Star’s share of the consumer food basket.

Integrated campaigns will leverage JWT Cape Town’s prowess in brand design and architecture, above and below the line services, digital capabilities including social media, public relations and campaign analytics.  Markets initially will include, though not be restricted to, South Africa, Mauritius, Mozambique, Tanzania, Zambia and Zimbabwe.

Commenting on the appointment Andrew Plastow, Lucky Star’s head of marketing and sales said, “We are very excited about this new appointment as we believe JWT have the insights, creativity and skills to help take Lucky Star to new heights, both locally and across Africa. We are confident that Lucky Star brand has chosen the best of partners in JWT.”

Lucky Star is part of the Oceana Group, the largest and most diversified fishing group in the southern hemisphere and the second most empowered company on the South African stock exchange.  Over the past 5 years the Lucky Star brand has achieved top ten status in the Sunday Times overall most favourite brand category, and is ingrained in the lives of most South African consumers.  The highly competitive pitch involved a rigorous 3-stage process, with 20 agencies being progressively narrowed down to the final 2, which were selected for a full strategic and creative pitch.

Under the leadership of Jim Faulds, Chief Operating Officer, JWT South Africa, the team have scored a number of successful account wins over the last 12 months, and have been developing their multi-disciplinary offering across the network.  “Real GDP growth in Sub-Sahara African markets continues to rise, boosted by strong household spending.  We are thrilled to be chosen by Lucky Star to partner with them in achieving their various business objectives over the coming years, through our communication-based business solutions” Faulds noted.