

0
of readers buy more Fresh products at PnP as a direct result of reading Fresh Living
0
readers spent more per shop by Fresh Living readers vs average PnP shoppers
0
growth in Fresh sales in the last six months
Challenge
Pick n Pay tasked the DENTSU CREATIVE SA team with helping them regain the Fresh Produce market share. The aim was to build ongoing trust and awareness in the broader offering and grow the Fresh category market share (which includes all fresh produce, butchery, bakery and dairy products) at twice the rate of overall PnP growth.
Solution
Over 12 years, DENTSU CREATIVE SA has established a broad portfolio of content solutions for Pick n Pay. This all started with Fresh Living, their editorially-driven customer magazine, and then expanded across category-led and special occasion print supplements (both ATL and BTL), social content, mailers, web series and more. As Fresh is such a critical category for Pick n Pay, all of these projects have a part to play in driving awareness and establishing authority, and when curated to align with ATL activity, combine to form a 360-degree ecosystem and provide a cohesive narrative across all platforms.
With this holistic approach, the brand showed up with one look and feel, creating a previously absent immediate brand identity. Through the reuse of print collateral across platforms, PnP enjoyed economies of scale, realised from a ‘create once, use often’ campaign:
- Fresh Living – The Fresh focus was amplified to highlight range and quality, provide recipe inspiration and weave in local provenance stories.
- Tabloids and print supplements – Editorially driven product and price offers were styled and designed to mirror Fresh Living.
- POS – The ATL agency utilised images from Fresh Living and Fresh Ideas supplements throughout stores.
- Social content – Recipes and products brought to life through ‘snackable’ videos.
- Supper Sorted – PnP’s weekly recipe-focused mailer.
- Digital Campaigns – Seasonally driven content.
- Targeted emailers – A range of weekly Fresh mailers.
Result
The Pick n Pay Fresh campaign – launched in winter 2018 – was a multi-platform, through-the-line, content-led campaign aimed at Core and Core Upper shoppers (those who spend between R1 000 and R1 500 per month). With a 12-year track record of tangible customer engagement via the pages of (then) free customer magazine, Fresh Living, and consequent sales uplift (Fresh Living readers spend significantly more per shop than non-readers), Pick n Pay tasked the Fresh Living team, led by award-winning editor and celebrity chef Justine Drake, with helping them regain Fresh Produce market share. Over and above continuing to provide solution-driven content, we were tasked with significantly raising awareness of PnP’s price-sensitive Fresh-category offers, showcasing the improved quality and increased product range, and driving home PnP’s ‘Fresh Promise’. With up to 470 842 copies claimed each month and an estimated 2.133 million readers per issue, South African supermarket Pick n Pay’s customer magazine Fresh Living had the highest circulation and readership figures across all South African food and lifestyle categories for customer and consumer titles. Fresh messaging was incorporated into the pages of Fresh Living and a themed, content-led ATL brand-extension supplement, Fresh Ideas, with a 2 million-plus print run was launched to tie in with the Fresh trade plan. Furthermore, a monthly Fresh emailer was created and sent to a database of up to 320 000 of Pick n Pay’s Smart Shopper loyalty-card holders. The Fresh message continued in weekly Supper Sorted mailers, which reached 30 000 deeply engaged, opt-in customers and ran on Pick n Pay’s Facebook feed, with its subset of 1.9 million fans.
About the campaign
Launched in winter 2018, the Pick n Pay Fresh campaign was a multi-platform, through-the-line, content-led campaign aimed at Core and Core Upper shoppers (those who spend between R1 000 and R1 500 per month).
With a 12-year track record of tangible customer engagement via the pages of (then) free customer magazine Fresh Living and consequent sales uplift (Fresh Living readers spend on significantly more per shop than non-readers), Pick n Pay tasked the Fresh Living team, led by award-winning editor and celebrity chef Justine Drake, with helping them regain Fresh Produce market share.
Over and above continuing to provide solution-driven content, we were tasked with significantly raising awareness of PnP’s price-sensitive Fresh-category offers, showcasing improved quality and increased product range, and driving home PnP’s ‘Fresh Promise’.
With up to 470 842 copies of Fresh Living claimed each month and an estimated 2.133 million readers per issue, South African supermarket Pick n Pay’s customer magazine Fresh Living had the highest circulation and readership figures across all South African food and lifestyle categories for customer and consumer titles.
Fresh messaging was incorporated into the pages of Fresh Living and a content-led themed ATL brand-extension supplement, Fresh Ideas, with a 2 million-plus print run was launched to tie in with the Fresh trade plan.
Furthermore, a monthly Fresh emailer was created and sent to a database of up to 320 000 of Pick n Pay’s Smart Shopper loyalty-card holders. The Fresh message continued in weekly Supper Sorted mailers, which reached 30 000 deeply engaged opt-in customers and ran on Pick n Pay’s Facebook feed, with its subset of 1.9 million fans.


"Fresh Living is a brilliant representation of the Pick n Pay brand and continues to be one of our most fundamentally important marketing tools. The DENTSU CREATIVE team understands the South African consumer and this is what makes their work so powerful."Michelle Van Schalkwyk-Haley, Head of Brand, Pick N Pay
iProspect SA: MultiChoice FIFA OOH
iProspect SA: MultiChoice Search at its optimum
Our FIFA World Cup search campaign highlights how savvy search setups can deliver results for brands and eliminate same stable cannibalization.
iProspect SA: Delivering Dynamic Ads and Data Driven resu...
We set out to target sports fanatics who would subscribe to Multichoice Pay TV to watch the 2022 FIFA World Cup. We held high ambitions to deliver personalised communication whilst outperforming...
DENTSU CREATIVE SSA: Trophy Stout: Reclaim Your DNA
Most of Nigeria’s greatest artistic treasures are held in Western museums, which refuse to return them. As Nigeria’s proudly 100% homegrown beer with a history of supporting Nigerian cultural in...
iProspect SA: A First in Africa! Bringing Digitally Dynam...
The world's biggest sporting event; The FIFA World Cup!
We enabled Supersport to capitalize on the hype that comes around every 4 years, through this data-driven project that elevated the us...
iProspect SA: MultiChoice and Udemy: Bringing online lear...
In a move to empower African customers with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online learning, to pr...
iProspect SA: Corona - Free Range Humans 2 Campaign
Contrary to Corona’s belief of “living life outside”, humans spend 90% of their lives indoors. Their “Free Range Human” campaign was therefore conceptualised to inspire people to answer nature’s...
iProspect SA: The SuperSport App Experience – your person...
This is AFRICA - where sport connects and empowers nations!
We launched the impressive SuperSport App Experience to eagerly awaiting African audiences, by embarking on a bespoke digital stra...
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.