Fast food chain Steers is tapping into the power of smiles with its latest campaign, “Say Cheese”, created by ad agency Retroviral. Launched this month across South Africa, the campaign combines facial recognition technology with a fun twist on a familiar tradition: smiling for the camera.
Around the world, people have their own quirky ways of prompting a smile when taking photos—“qiézi” (eggplant) in China, “kimchi” in Korea, and of course, “cheese” in English-speaking countries. Steers leveraged this universal photo habit to create a selfie booth unlike any other, designed to celebrate its iconic cheese burgers.
The interactive booth, equipped with facial recognition software, invites people to say “cheese” and instantly captures their best smiles. The result? A playful, shareable moment that connects the joy of posing for a photo with the indulgence of biting into a delicious Steers burger.
The campaign was submitted just two days ago by Mike Sharman, Chief Creative Officer at Retroviral. It spans ambient, experiential, and outdoor advertising, reflecting Steers’ commitment to engaging customers in innovative ways. “Say Cheese” is more than just a campaign—it’s a fresh approach to brand interaction, blending tech and humor to bring people closer to Steers’ mouth-watering offerings.
As the selfies roll in, Steers is reinforcing its role as a beloved brand that not only satisfies cravings, but also knows how to have fun.
