In a new campaign, leading health food restaurant chain Kauai asks that South Africans rethink ‘normal’.
‘One thing that has been highlighted is simply that the ‘normal’ we knew, wasn’t normal at all,’ says CEO of Kauai, Dean Kowarski.
‘It was abnormal. From how we approach food and health, to the state of our planet and our failure to protect our women and children; many of our society’s abnormal ills have been allowed to become ‘normal’.’
Setting up its billboards amid the country’s fast-food valleys, Kauai hopes to provoke thought around the ways that South Africans have normalised things that we know deep down aren’t serving us with their #DontGoBackToAbnormal campaign.
‘If COVID-19 has taught us anything, it’s that we’re living in a world where our health cannot be taken for granted. Unfortunately, junk food laden with sugar and trans-fats, preservatives and additives has become a lifestyle standard for many, and tragically, an aspiration for millions more. Kauai is calling this out as abnormal. For us, healthy eating is normal – enjoying fresh, natural, delicious whole foods with fruit and veggies that support your immune system and improve your overall health. We feel so strongly about this, that Kauai will be making the choice to eat healthy easier, by offering a once-off 50 per cent discount to any South African during October via our app.’
With the #DontGoBackToAbnormal campaign, Kauai hopes to create a platform for South Africans to start conversations that matter.
What is good for us, and worth taking forward? What is not serving us and should be left behind? ‘Kauai is calling out bad eating habits as abnormal but we want this campaign to spark different broader conversations about other abnormal situations that South Africans have accepted as normal in their everyday lives. We want to challenge South Africans to reflect on what they think is abnormal and what they would like to change going forward.’