Although it's called 'French Polony', this lunch meat is actually a South African classic. And this year, Enterprise released it in a pack that was 200g bigger! Good new for those who love it on their sandwiches and salads, even better news for our nation's mothers.

We considered the kind of text and visuals household brands use to convey images of wholesome, suburban perfection. Shots of families, healthy children and outdoor fun; words about love and responsibility. We took these images and framed them. Framing is typically a way of isolating images, to make them even more sentimental. Our frame did the opposite; a Polony-shaped measuring device, designed to precisely indicate Mother’s favourites through the varying thickness of the slices she cuts for them from the extra Polony. Mom's not in the picture. But she's still in control of the situation.

Within days of these posters' appearance in stores, our client received feedback from housewives across South Africa. They were delighted that 'one company appreciated that they were just as capable of humour, cynicism and wit as any other target-market'. It's too early to tell if this work has cemented Enterprise's lead, but what's certain is that where other food companies pay lip-service to the idea of respecting mother's choices, one company is proving it.