What the f…rikkadel!!

Written by News desk on October 27, 2010 – 5:33 pm -

When Debonairs Pizza delivered its new product to advertising agency morrisjones&co, the response was almost unanimous, “What the…?”. And so the campaign was born, says creative director Margarita Karvouniaris.

Little Girl Eyes Reaction

The new product was a large pizza with frikkadels in the crust, so the team decided to call it “What the Frikkadel?” or WTF? for short. The TV ad features South Africans reacting to their first look at a Debonairs “What the Frikkadel?” pizza. Karvouniaris says TV audiences will hold their breath as the “f” word – frikkadel – explodes.

The campaign was created by Karvouniaris, copywriter Mark Cope Grainger and art director Vanessa Tucker, and shot by Cindy Lee of Fresh Eye Films. The TV action is at the centre of an integrated campaign using in-store creative work and widespread use of social networking channels. The agency’s Mojo Interactive division created a Facebook page for Debonairs Pizza.

The WTF? campaign will continue through the summer.


Posted in News at a glance | 4 Comments »


4 Responses to “What the f…rikkadel!!”

  1. By C'Esta on Nov 1, 2010 | Reply

    I think the new ad “what the frikadel” is the BEST ad I have EVER seen, I gave me such a laugh, wish I could have it on a video clip.

  2. By Mbuso Phakathi on Nov 11, 2010 | Reply

    The first time i saw this advert i was like ‘hell no!not on national tv.what d F**”! r these guyz trying to say on national tv? until i heard “What da Frikkadel?” and boy i laughed.

  3. By Concerned on Nov 16, 2010 | Reply

    We believe the new Debonairs Pizza advert (What the f…rikkadel) is inappropriately broadcast on television in Prime Time. It’s a known fact amongst people with children that kids copy-cat everything they hear or see. This ad has already proved this. Some of the kids in my child’s school have started using the abovementioned phrase, but substitute the word Frikkadel with the inappropriate F-word.
    We refuse to buy from Debonairs again until this advert has been removed from television.

  4. By Paul on Dec 6, 2010 | Reply

    This ad is ill-conceived. It may be clever, but it is in poor taste and will, I think, result in families going elsewhere for their fast food. I, for one, will be voting with my feet.

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