For decades, South Africans have made the Simonsberg range of cheeses their go-to choice of product for cooking, baking, or simply enjoying with some crackersaround a braai. The unmistakable label with the cows grazing in front of the old farmhouse has become a family favourite, synonymous with Stellenbosch and a symbol of local heritage and quality craftmanship. In 2016, Parmalat made the bold move to re-brand one of South Africa’s most iconic and respected brands and replace it with a global favourite, Président.
Partnering with King James, we conducted an integrated campaign which began with the design and production of 40 000 recipe cards which were distributed through various touch points. We partnered with Yuppiechef and sent packs of 5 recipe cards to 6 000 of their consumers as an accompaniment to their kitchen-related purchases. We then selected 20 of the top consumer/ food editors in South Africa and sent them each a personalised hamper, designed and packaged by Atmosphere, to get them talking about Président and to get them excited about using the recipes and products to create a new dish. We followed this up with an electronic media outreach and sent media releases, recipes and images to target media who did not receive a hamper. We ran a competition on CRUSH and gave away a hamper to the value of R1 500 to one lucky winner. We also ran a giveaway of five hampers in Fresh Living magazine, each valued at R1 500. Finally, we partnered with three top South African food bloggers, asking them to develop a recipe, write a blog post about the re-brand and post pictures and videos on their blog and across all of their social media channels.