fmcg
social copy
Lindt SA. A moment in every bite.
Social media copy for Lindt South Africa. From LINDOR Stick pick-me-ups to EXCELLENCE Mint Intense sensory writing and the great 70% vs 85% cocoa debate.
01 – The brief
Make people crave as they scroll.
The brief was simple to say and tricky to do. Write social media copy that reads as deliciously as Lindt’s chocolate tastes, for their South African audience.
Every caption had to earn its square. Sensory enough to make you taste the chocolate through the screen, polished enough to sit beside the global brand, and warm enough to feel like it was written for a South African audience.
– What was created –
The menu.
One feed, every chocolate occasion.
01
Sensory-led captions across the full range
Always-on social copy
02
A consistent Lindt SA tone of voice for platforms
Brand voice
03
A monthly content calendar mapped to the brand
Content planning
04
Batch-created copy, ready to schedule in advance
Production at scale
05
Seasonal campaign moments built into the plan
Calendar planning
06
Voice consistency
Made for the market