Monday, 16 August 2010 was Ocean Basket's 15th birthday. To celebrate 
it, they decided to sell their signature dish, "feesh & chips", at the same 
price it was in 1995 when Ocean Basket first opened its doors.  For only 
R9.99 customers could once again enjoy a generous portion of fish and 
chips and on this special day 76 000 consumers made use of the 
once-in-a-lifetime offer.

Joe Public produced one television ad and one newspaper ad which were 
flighted one day before the promotion. Says Nikki Gibbons, Media Planner 
at Joe Public, "The strategy was to achieve high impact and therefore we 
focussed all the media spend on one day only. The TV ad was flighted 80 
times on Sunday and the newspaper ad ran in the Sunday Times."

This simple media strategy, a great offer and a typically tongue in 
cheek creative execution, all played their respective part in achieving 
success for the brand. Every one of Ocean Basket's 133 outlets were packed to 
full capacity from 11am that morning until after 9pm at night. Not a 
single empty seat could be found and, armed with R10 notes and healthy 
appetites, people queued around the block for a table at their local Ocean 
Basket restaurant.

According to Brendan Mc Ghee, one of the outlets was so busy that 
customers spilled over to the restaurants next door. "They sat around our 
competitors' tables while our waiters served them plates of R9.99 Ocean 
Basket feesh & chips. Our neighbours got some value from this by serving our 
customers drinks," says Brendan.

Melissa Kelly, Account Director at Joe Public, mentions that the 
campaign also managed to create a buzz on social networks. "Both Twitter and 
Facebook saw consumers spreading the word about this unbelievable deal - 
some people even tweeted that they had gone to three different Ocean Basket 
stores for breakfast, lunch and dinner."

"The celebration was a great success, bringing back a sense of 
excitement and adventure to Ocean Basket. It was also a fantastic way of thanking 
our customers for all their support," says Manny Nichas, the CEO of 
Ocean Basket. "Here's to 100 more years of South Africa's favourite seafood."