Grazia Magazine: Ouch

When Grazia, one of the world’s most popular fashion and news weeklies decided to launch in South Africa, it found itself in a fiercely competitive space. Store shelves are packed with fashion monthlies consumers know and love. How do we make them sit up and notice Grazia on a limited budget? Saatchi & Saatchi Johannesburg created a witty launch campaign on national radio that played on the insight that fashion waits for no woman. We tapped into a wide diversity of real fashion insights that convinced consumers that a weekly magazine dedicated to fashion just makes sense.