Page 29 - CON Boardpack 20201027 November v00-03 (Final)

Follow-up Radio campaign

To build on the success of the radio campaign which ended during August,
a further MetroFM campaign of 200 spots was implemented for September.

The intended reach of this campaign (based on historic, real data) is 4 892
000 consumers. The final report from SABC with the post-campaign data is
awaited.

SAPPO’s Consumer Focused Webinar a great success

SAPPO hosted a Webinar on 11 September where the guest speakers were dr
Morne Mostert from the Institute for Futures Research at the USB in Stellenbosch
shared his insight into consumers’ search of health and the affordability in
food.

Wicus Pretorius, editor and manager of the Tuis I Home platforms, multiple
brand extensions and décor and food related events in future, provided an
informative explanation of the key drivers of consumer behaviour post-
lockdown.

Suzy Brokensha, editor and manager of Fair Lady, True Love, Lose-It and
several brand extensions, identified 10 key trends where consumers are
changing behavioural living and buying patterns to navigate their lives in the
new state of the economy and living and working conditions.

The content of this webinar was insightful and favourably received by all who
attended.

Heritage Campaign

SA Pork was the food pillar sponsor of the annual Heritage campaign on the
News24 electronic platform. There were 20 SA Pork related editorial articles,
videos and recipe features, many of them with a focus on pork on the braai
during the month of September.

SA Pork also had Take-Over-Home-Page branding on 3 consecutive days
during the weekend preceding Braai Day on 24 September.

Pre-campaign it was estimated that 6 200 000 consumers would see the SA
Pork content, and the final report is awaited from 24.com’s analytical team.

https://partners.24.com/FoodFamilyHeritage/Take-it-back-to-basics-with-a-
classic-hearty-nutritious-pork-dish/index.html

29