We cannot deny that our social lives are gradually, but steadily, evolving. Some may say that we are on the verge of returning to normalcy. Regardless, Flying Fish, as a brand, has remained involved and fully dedicated to supporting responsible drinking in entertaining and innovative ways throughout the phases of our social change. Many South Africans have been anxiously awaiting the opportunity to once again blossom in social situations such as pubs, clubs, and restaurants, this anticipation is obvious – we can see the light at the end of the tunnel. That is why Flying Fish decided to intensify its efforts, launching a campaign designed to urge consumers to eat before enjoying a cold beer.
“Food First, Flying Fish Later” is the innovative slogan for Flying Fish’s new campaign that situates itself on the pillar of responsible drinking. Through this new campaign, the brand is doing the important work that begins to shift social norms surrounding harmful drinking practices. One of the ways that consumers are being encouraged to do this is through the alignment of their favourite beer, Flying Fish, to the norm of always eating before indulging in percentage. Data published by the World Health Organisation shows that South Africa is a beer-loving nation, with beer taking up 56% of all alcohol consumed, so it only makes sense for better ways of indulging to be paired with another love of South Africans – good food.
To encourage South Africans to #EatWithIt, the brand developed The Flying Dish Kitchen, a kitchen aligned with the rising worldwide trend of ghost kitchens- a culinary facility set up for the preparation of delivery-only meals. Working successfully as a ghost kitchen in collaboration with Uber Eats, customers will be able to indulge in their favourite foods safely and conveniently in the comfort of their own homes. The kitchen yields a well-constructed menu that caters to burger lovers, vegetarians, and vegans, with a dish to delight every palate. The menu was expertly crafted using data from surveys completed by South Africans and includes Mzansi’s most enjoyed pre-groove food. The Flying Dish kitchen aims to put elevated street cuisine into the hands of South Africans with a first-of-its-kind menu matched to a first-of-its-kind kitchen. As we too want to engage in responsible drinking practices we indulged in the offerings The Flying Kitchen has to order. Besides their admirable service, the kitchen impressed us with customisable options on items such as Chef Neo’s signature Kota, delivering a personalised twist to a South African classic – this is definitely one of our personal favourites.
It is very seldom that you find brands committed to establishing new and innovative methods of encouraging responsible drinking. However, Flying Fish is making a deeper investment in evidence-based initiatives that measurably shift social norms and behaviours to reduce the harmful use of alcohol. The #EatWithIt campaign is one example of how the brand is redefining drinking conventions in ways that excite and entice people to drink sensibly. Staying true to its brand ethos, Flying Fish now heightens their focus on the lives and livelihoods of their customers by raising awareness and empowering them to make smart drinking choices. Having been customers of the Flying Dish Kitchen, we appreciate the thoughtfulness that came with this campaign and the overall objective of moving forward together, as a nation that drinks responsibly.
