The brief was simple: Frytol oil, an all-time favorite in Ghanaian kitchens, wanted to inform its consumers that it had a new label, is cholesterol-free, and is fortified with Vitamin A.

So, like Master Chefs eager to cook something new, we laid out the recipe for our communications: first, defined our target (mothers), chose a brutally simple  Big Idea, added a dash of design and sprinkled in some simple, easy-to-understand messaging. Finally we served it across TV, Radio, print ads and BTL.


The end result was a brutally simple campaign which highlighted the new label and inspired cooks around Ghana to make all their favorite meals just a little healthier with Frytol oil.

Seconds, anyone?