Blue Ribbon South Africa is excited to launch the #SharesTheMoment campaign that will kick-start on the 14th of September 2020. Bread is a highly penetrated category, a commodity almost, appearing in 99% of households, and plays a pervasive role in the lives of South Africans daily. Bread symbolises coming together and is a part of family tradition when it comes to preparing meals. Blue Ribbon has been a part of this tradition and has been sharing that Mmmm Yum Taste with South Africa for over 135 years.
Now is the time to reward South Africans with the #SharesTheMoment campaign, a national Blue Ribbon on pack promotion. “Consumers can enter by dialling *120*9497# and entering the unique code that can be found inside a Blue Ribbon Bread promotional pack or underneath the peel-and-reveal sticker on the Blue Ribbon Squares promotional packs”.
“Blue Ribbon is an iconic household brand name and has been loved by South Africans since 1882. The essence of Blue Ribbon is to facilitate shared moments, and it is through the simple act of sharing a meal, a memory, or a special moment with others that makes life’s experiences and life’s journey a better one. It is from this basis that we have built the Blue Ribbon #SharesTheMoment campaign. We all know that times are tough, so we’d like to truly give back to our consumers by giving them a chance to win R10 million in airtime or grocery vouchers, plus an additional R25 000 in cash weekly for 8 weeks. We not only want to make life a little easier for our consumers, but we also want to make sure that they are able to reconnect with their friends and family during this time. We have also taken the excitement of sharing a step further by partnering with various communities across South Africa and encouraging consumers to exchange their empty Blue Ribbon bread bags for rewards. But, mostly we want to bring to life a campaign that allows us to share our ‘Mmmm Yum Taste’ and bring South Africa together,” says Premier FMCG Blue Ribbon Brand Manager, Sandhya Maharaj.
The #SharesTheMoment campaign will run from the 14th of September to 8th of November 2020, and will be supported by Drop & Swap activations where we will be turning Blue Ribbon bread bags into a currency across thirteen communities namely Khayelitsha, Blue Downs, Mitchells Plain, Soweto, Daveyton, Mohlakeng, Tembisa, Sasolburg, Sebokeng, Orange Farm, Atteridgeville, Mamelodi and Soshanguve. Members of the community can exchange empty Blue Ribbon bread bags for rewards like bread, airtime or grocery vouchers. To keep the Drop & Swap excitement going, “Blue Ribbon has partnered with KayaFm, HeartFM and various other community radio stations who will host on air competitions and provide details for the Drop & Swap activations”. We have also partnered with media personalities who are invested in the welfare of these various communities such as Thembi Seete, Shimza, Moneeb Joseph and Terry Pheto, and they will be bringing the campaign to life as they represent their respective community initiatives.