retail
social ad copy
Pep SA. A campaign with cheeky wins
Fun, quirky, informative social ad copy for Pep South Africa’s “Who Else?” campaign. The kind of lines that actually beat a price tag at its own game.
01 – The brief
Be the line that stops the scroll.
“Who Else?” is Pep’s quietly cheeky little flag-plant: who else gives you everyday essentials at prices like this? The ads needed to land that with a wink. We wrote a run of cheeky little ads, each one a small idea you’d actually stop scrolling for.
Each ad balanced fun, quirky and informative. A hook to earn the scroll-stop, a clear product or promise in the middle, and the same friendly “PEP. Who else? #PEPWhoElse” landing on every single one. A campaign of small writes, one consistent voice.
– What was written –
The whole set.
One campaign, many products, one steady wink.
01
“Open during loadshedding” – the friendly local life joke
Topical ad
02
“Who keeps their amazing products at consistently low prices?”
Big question ad
03
Punny product comparisons
Perspective copy
04
Seasonal & payday moments: spring, month-end
Calendar plays
05
Short, conversational captions with the #PEPWhoElse sign-off
Post copy
06
One steady voice across the whole run. Fun, quirky, informative.
Campaign tone