WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
The Situation Panarottis has always been “Big on Family and Big on Pizza.” But in a market crowded with fast-food noise, we needed to remind South Africans that Panarottis isn’t just another pizza spot – it’s the home of family moments. And to promote their Classic Monsterito Pizza, the goal was to show that this giant pizza isn’t just big in size, it’s big enough for every kind of family gathering – even the most iconic ones. The Insight In South Africa, “i-Family Meeting” is more than a phrase, it’s a cultural ritual. Whether it’s deciding who’s getting married, settling disputes, or breaking important news, every South African knows what it means when mom calls for “i-Family Meeting.”

The phrase became so culturally embedded, it was even adopted nationally: During the pandemic, every presidential Covid-19 address was dubbed as “i-Family Meeting.” It’s shorthand for moments that matter, moments that bring the whole family together – just like a Classic Monsterito Pizza. The Idea Turning the legendary “i-Family Meeting” moment into the perfect excuse for pizza.

We created a radio ad that places the listener inside a first-person family drama, narrated by a character whose family loves having meetings – but never over food. Through immersive storytelling and cultural relatability, we flipped the script. Panarottis’ Classic Monsterito Pizza is now the glue that brings the family together. The meal is no longer a backdrop, it becomes part of the story – a centrepiece at the table of reconciliation, celebration, and connection.

CREDITS
Client/Brand: Panarotti’s
Brand Marketing Director: Dr Tumi Sebopa

Agency: Mullen Lowe South Africa 
CEO: Sarah Dexter
Chief Creative Officer: Kirk Gainsford
Producer: Jackie Collins
Creative Director: Lwandile Fikeni
Account Management: Paola Masella
Strategist: Daniel Steyn
Writer: Rhazeena Khan, Reabetswe Masilo

Recording Studio: We Love Jam
Radio Director: Graham Merrill

Performance: Warren Masemelo

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