Turning Nostalgia Into a Cultural Moment
When Simba partnered with Wellington’s to bring back the iconic Tomato Sauce flavour, the goal was simple – build real anticipation and make the return feel big.
This wasn’t just another product launch. It tapped into something people already loved and gave them a reason to get excited again.
Reimagining the Billboard
We worked alongside the ATL agency to bring the idea to life, transforming a traditional billboard into a live, interactive experience in Nelson Mandela Square.
The billboard was completely covered in real Simba chip packets, with a simple tease:
“NEW FLAVOUR LOADING…”
The twist was in the interaction.
People were invited to grab a packet. As they did, the billboard slowly revealed what was underneath. The more people engaged, the more the reveal unfolded.
It turned a static site into something that changed throughout the day, driven entirely by the crowd.
Built Around Real Behaviour
The strength of the idea was its simplicity.
People are naturally curious. Give them something to uncover, and they will.
That instinct did the heavy lifting:
- Curiosity got people closer
- Interaction made the billboard evolve
- The evolving visual drew more people in
It created a natural loop of engagement without needing over-explanation.
Extending the Moment
While the installation drew attention on the ground, the wider campaign helped scale it.
Radio, influencer content, and social media extended the reach, with real people sharing real interactions as the reveal progressed. The story didn’t sit in one place, it moved.
Impact
The activation delivered exactly what it needed to:
Strong foot traffic and consistent engagement throughout the day
High visibility driven by the changing nature of the billboard
Social sharing sparked by genuine interaction
Clear product intrigue and renewed interest in the flavour
Delivered by Matriarch
Matriarch led the full implementation of the activation, working closely with the ATL agency to translate the idea into a real-world experience that worked seamlessly on site.
From build and logistics to live management, the focus was on making sure the interaction was simple, intuitive, and executed exactly as intended.
A straightforward idea, brought to life in a way that people could engage with instantly.
Real product in people’s hands.
A reveal that unfolded naturally.
And a launch that people actively took part in.
