Grey: Savanna’s The Legend of Chakalaka Norris

Savanna, known for its witty humour and South African cultural relevance, sought to launch its new Chilled Chilli beverage authentically and memorably, while reflecting Savanna's commitment to inclusivity.

Grey crafted The Legend of Chakalaka Norris, a multi-platform campaign introducing a bold, charismatic character embodying both fiery spice and LGBTQ+ representation. Chakalaka Norris, a play on the iconic "Chuck Norris" persona, became a symbol of Savanna's “spicy revolution”. A strategic partnership with Nando's, another South African brand icon, further amplified the campaign's cultural relevance.

The campaign extended across TV, social media, and radio, immersing audiences in Chakalaka Norris's world through humorous content and unique elements like the “Bad Service Bar” and the sassy voice assistant inspired by Google, “Gugu”.

The campaign was a resounding success in the market, reinforcing Savanna's image as a brand that understands and celebrates South African culture, embracing humour and inclusivity while driving meaningful conversations. The video garnered 2.9m views and an 8.7% engagement rate. Most importantly, 1.7m litres of Savanna’s Chilled Chilli were sold following the campaign.