A fresh approach for achieving an increase in sales contributed to First Choice Custard comprehensively beating its 2021 summer sales goal.
A key contributor to smashing the sales target was the fact that the big idea was conceived after extensive research about what people were saying about the brand and flipping it, said our Business Group Head, Mark Momberg.
Introducing First Choice Custard – Live The Soft Life. ’Soft Life’ is an idiom that refers to living a life of comfort and no unpleasantness. It is a self-care attitude to life, and South Africans have embraced living ‘soft’.
The nationwide digital and in-store campaign enticed consumers to buy any First Choice Custard to stand a chance of winning 1 of 10-weekend getaways. We went live with the campaign on Instagram, Facebook and TikTok.
Behind the concept was our Creative Director Thule Ngese, Art Director Sukesh Moodaley, Conceptual Copywriter Obakeng Rapoo and DTP Jerado Burger.
While engagement with social media was not a key metric for this campaign, it was still impressive. The reach and impressions increased to over 1.3-million, and it received over 190 000 video views.
“Attracting a large number of entries was important for the client,” said Momberg. “And, the team also did just that. It was a job incredibly well done, and we at Boomtown couldn’t be prouder of everyone that put it together.”