In support of breast cancer awareness, Sovereign Foods rolled out an in-store and on-pack awareness campaign on its Country Range chicken. The ‘Don’t be chicken, check them’ campaign encouraged women to be brave and check their breasts for early signs of breast cancer.

The boomtown creative team put their heads together and came up with this brilliant proactive campaign that not only created awareness around breast cancer but also had the proceeds going towards a do-good, non-profit organization. The campaign formed part of CSI drive where the popular food brand donated R2 from every pack sold to PinkDrive.

“The first drive of its kind for Sovereign Foods, the connection with its product and the cause makes for talkability and positive engagement,” remarked the creative behind the campaign, Meagan Viljoen. “To be able to understand a client, its consumer and know we can have fun with a campaign that makes a difference, is incredibly satisfying,” she added.

Running in-store with point of sale touch-points, customers who purchased Country Range fresh chicken breasts received a pink ribbon and a thank you card at the till. Supported by a digital campaign and radio promotion the ‘Don’t be chicken, check them’ campaign ran throughout October in Eastern Cape Spars.  

“There’s value in goodness, and that’s what Sovereign Foods is all about,” remarked Gerald Walter, Marketing Director at Sovereign Foods. “We aim to care, make a difference and make a real impact on people, lives and business; and this is one way for us to give back.” 

The campaign was launched with public and staff participation in the Algoa FM Big Walk for Cancer. Special t-shirts were printed with a step-by-step guide on how to check your breasts for lumps and were proudly worn by Sovereign and Boomtown employees.

The Sovereign PinkDrive not only generated awareness, but also resulted in 27 500 packs of chicken breasts being sold during the month of the campaign, resulting in a R55 000 donation to the PinkDrive.