Blue Ribbon chose print and interactive promotional mediums for its campaign, which has surpassed expectations.
Blue Ribbon bread’s 'Hall of Fame' campaign to ‘engender pride in SA’s soccer heroes (past and present) is using a range of mediums to spread the message.
The campaign consists of collectable stickers in bread bags, point of sale material, playing cards, posters and advertorials on South African soccer stars and legends in weekly football publication, Soccer-Laduma. The campaign is designed to run for six months.
Marketing company The Idea Worx's stated that: “in just under two months, Blue Ribbon received 900 000 SMS entries and all indications are that this trend will continue. This is a record for a bread industry promotion.”
The campaign is also setting records for producing the most stickers in any promotional campaign in SA and other printed material during the six month period.
Complemented by print
Every week, Soccer-Laduma offers readers nine unique perforated, collectable soccer cards with player biographies. Stickers inside Blue Ribbon bread bags provide an image of the player to complete the card. The full collector’s pack consists of 66 individual soccer players while duplicate stickers can be applied to Hall of Fame posters found in Soccer-Laduma.