“The key message for this campaign is that the quality that consumers have known and loved for the past 50 years remains the same, but with a great new look,” said SMG’s head of outdoor Africa and SA, Kirsty Carlson. “We also want to ensure that trust and loyalty in the brand remain strong and continue to grow; drive sales and reward some of most loyal consumers.”
The campaign had a strong community focus, especially towards young entrepreneurial black men. “The strategy was to initiate a ‘wrapper rewards and collection programme’ while attracting the interest of young entrepreneurial men and uplifting the local community,” she said.
Loyalty cards were created and could be collected by consumers at four key taxi ranks: Alexandra, Randburg, Baragwaneth and Bree Street.
Hayley van Niekerk, chocolate senior brand manager of Mondelez South Africa added: “This campaign has a very special place in my heart. Firstly, because it rewards our largest and most loyal consumer group; secondly because it has so many incredible elements that fit together beautifully, forming a very integrated and impactful campaign. And, lastly, the campaign gives back and supports South Africans who are making their dreams a reality. This is a perfect campaign for a proudly South African brand and a true icon that is Lunch Bar!”
Each wrapper collected provided its owner with one sticker. After nine wrappers were collected, loyalty cards were handed in, in exchange for an instant prize. Each person’s loyalty card goes into a final draw where a ‘hungry hustler’ business starter kit to the value of R200,000 can be won.
A leader board has been created at each taxi rank, collating the number of Lunch Bar wrappers collected at each rank. These are being flighted on Massiv TV’s taxi and rank TV screens. The rank that collects the most wrappers wins a rank upliftment sponsorship to the value of R100,000.
To add further credence to the campaign, all collected Lunch Bar wrappers are being given to a local artist, John Vusi Mfupi, who will create a piece of artwork from them. “It’s a great way for Cadbury to support a local entrepreneur while providing community upliftment,” said Carlson. “The artwork will be auctioned off at the end of the campaign at the Candice Berman Fine Art Gallery and proceeds will be given to a selected charity.”
The remaining chocolate wrappers will be given to Thamba Tabvuma, a local supplier who recycles and re-purposes household rubbish into items like handbags, wallets and jewellery. “Thamba’s efforts will also provide items like umbrellas, which will be donated to the ranks,” said Carlson.
For any campaign to run smoothly, partnerships are of key imprtance. “MediaReign very effectively provided and applied branding for the campaign onto taxi rank towers and managed the interior and exterior taxi branding. Continental Outdoor was another vital wheel in the cog, providing 19 large landscape billboards throughout South Africa to drive awareness of the new packaging.”
SMG also worked closely with Massiv TV, which provided leader boards and flighted the Lunch Bar TVC on 780 screens throughout its platforms.
“It’s still early days in the campaign, but early indications are so positive. Within two days of the campaign breaking at the Randburg taxi rank, vendors had already run out of Lunch Bar stock, which our client quickly and gladly re-stocked.”
We can’t wait to see the results of this campaign, the impact on the local community, final artwork by John, the handover of the final Hungry Hustler Business starter kit and the winning rank upliftment handover,” she said.
The competition element of the campaign began flighting at the beginning of April and runs until the end of May. Certain media branding will continue until the end of July 2016.
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