Dramatic weather. Dramatic humans

There’s a Simpler Way to do Winter

“South Africans are extra in winter. Luckily, Ina Paarman keeps it simple.”

Winter in South Africa isn’t just cold—it’s dramatic. From wearing five layers to boiling kettles under blankets, we’ve all got our quirks. Ina Paarman leaned into this chaos with a playful campaign that reminded the nation there’s an easier way to do winter—one filled with comfort, simplicity, and a whole lot of flavour.

Brief: Ina Paarman wanted to introduce its new winter range—including pasta sauces, soups, and curry sauces—to the South African market. The goal? Drive awareness, engagement, and ultimately, in-store sales during the colder months.

Insight: South Africans get a little… dramatic in winter. While the temperatures don’t drop drastically compared to other countries, our behaviour certainly does. We hibernate, cocoon, and resort to odd (and hilarious) rituals to stay warm. This irrational-but-relatable response to winter became the emotional hook. Because while winter may be hard, cooking during winter doesn’t have to be—especially with Ina Paarman’s help.

The Execution: We leaned into the chaos of South African winter coping mechanisms with a playful, tongue-in-cheek campaign: “There’s a simpler way to do winter.”

We launched a series of humorous video spots featuring beloved comedian Barry Hilton as the voice of reason among winter’s most dramatic "hibernators". His calm interventions (and warm Ina Paarman dishes) reminded us that simple comfort is just a spoonful away.

The design took a bold, youthful turn—vibrant colours, South African-inspired patterns, and a fresh, modern aesthetic brought the brand closer to a younger audience without alienating loyalists.

Social media content reacted in real-time to weather updates, geo-targeting colder regions and inserting the brand into national weather conversations. Influencers also joined in, sharing their old, over-the-top winter routines—then showing how Ina Paarman helped simplify them.

The result: a campaign that made South Africans laugh, relate, and most importantly, reach for Ina Paarman’s products when winter hit.

“There’s a simpler way to do winter—and it tastes like home.”

Winter brings out the worst in the weather—and the weirdest in us. Luckily, it also brings Ina Paarman’s winter range. Because for every irrational winter habit, there’s a warm, delicious, and very rational way to eat.