Saatchi & Saatchi Cape Town has officially been appointed by Cape based Tuffy brands after a successful six-month trial period.
Saatchi & Saatchi will be responsible for the brand, which has been around for 20 years and is an expert in manufacturing flexible plastic and paper products for the retail, industrial, advertising, and marketing industries. The company manufactures for, and supplies the retail sector with products marketed under its own brand name, Tuffy, a brand leader in several categories.
Tuffy has been recognised by the industry as one of the best products made from 100% recycled plastics material, when they were presented recently with an award at the first annual 100% Recycled 100% Creative Competition presented by the he South African Plastics Recycling Organisation (SAPRO) and the Plastics Industry's Enviromark.
Tuffy manufactures all its black refuse bags from 100% recycled material and runs 500 tons of material through its plant every month, equating to 18 million refuse bags. The company is a pioneer in the recyclable arena and pioneered the launch of refuse bags on a roll in SA.
Commenting on the appointment Rory Murray, Tuffy marketing manager, says that Saatchi & Saatchi Cape Town was chosen after their successful implementation of their award winning ambient campaign entitled; Clean Conscience. The executions featuring a Burglar, Murderer and Blue Collar Criminal were printed on larger than life black bags to dramatise the emotional benefit of choosing a 100% recycled bag over traditional non-recycled bags.
Gavin Whitfield, creative director of Saatchi & Saatchi says, "There's a really clear, simple idea behind the campaign that delivers strongly against the brief. As a consequence the campaign has received a lot of positive PR around its implementation both locally and internationally, nothing like Tuffy has experienced in the past."
Murray further points out that Saatchi & Saatchi's Lovemark philosophy comes across as a very powerful tool in all campaign aspects coupled with their approach to sustainability via their True Blue initiative. "This gives us confidence that the agency is taking the brand representation to new heights," he adds. "We believe that Saatchi & Saatchi can help us turn the brand into a Lovemark.
Saatchi & Saatchi Cape Town MD, Ian Young, says, "The account appointment is very exciting, especially because of the work that has been done this year. The coming months will show interesting work coming out of the agency, and we are happy that Tuffy has seen the potential of the brand and how we can represent it."
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