Page 27 - SAPPO Boardpack l 13 May 2020
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CONSUMER EDUCATION
DRUM Food Ambassador Project
The monthly follow-up publicity of 2 pork recipes and pork related cooking
tips, cooked and styled by the winner of the competition, will end at the end
of April 2020.
The freestanding recipe book containing about the DRUM Food Ambassador
finalists’ recipes and additional educational material about the benefits of SA
Pork sold out completely within one month of being available in retail outlets
and bookstores.
PDF examples of the monthly recipe articles are attached to this report.
Digital Christmas Campaigns
A two-weeks pre-Christmas campaign featuring 5 delicious gammon and
other festive pork dishes in easy-to-follow videos with printable recipes were
featured on News24 and all the food related channels of 24.com (the digital
division of Media24).
The average viewing time per video was 2,5 minutes.
In-store promotions
SAPPO conducted 54 in-store promotions in the top 27 Food Lovers Markets
during the week 27 January to 2 February to coincide with their annual
Summer Carnival.
Pork value offerings were advertised by Food Lovers on TV and in 3,5million
knock-and-drops, as well as in all the regional newspapers.
Following the Summer Carnival, Food Lovers continued in February to
advertise aggressive pork specials, also supported by TV and community
newspaper ads.
SAPPO supported the February initiative in Gauteng and the Western Cape
with selective in-store promotions.
A few PPT slides are attached to show the promoters in action.
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