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 that actually beat a price tag at its own game.
Client
Pep SA
Role
Social +Ad Copywriter
Scope
Paid social
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
Need ad copy that doesn’t sound like ad copy?
Let’s top the scroll.
