Today Foods ups campaign effort

30 Sep 2011

Today has embarked on an aggressive campaign, designed to increase sales, strengthen brand loyalty and attract new consumers to the brand, particularly for the bulk pack sausage rolls and puff pastry products.

Its SMS competition, which started in August 2011, is part of this drive, with daily cash prizes and the final prize of a car after its close on 30 November 2011.

The competition is supported by advertisements in the Food & Home, Your Family, Rooi Rose and Vrouekeur magazines and an extensive campaign on Food 24 and Women 24, featuring web banners, competition sites and newsletters.

An interesting component of the campaign is cross merchandising in store with Wellington's Sweet Chilli sauce, another top seller in the Heinz Foods stable. This opened up the opportunity to reach non-users of the Today's sausage rolls and puff pastry products and entice them to the frozen foods section, thereby exposing them to the brand. Information regarding the competition is clearly visible on all participating product packs.

A dedicated competition microsite, www.todaywinacar.co.za was designed to allow consumers to access all the necessary information regarding the prizes, competition details and terms and conditions as well as some great recipe ideas for its frozen food products. Permission based SMS campaign to 23 000 consumers drives potential customers to the microsite or encourages them to enter the competition via SMS.

According to Today brand manager, Marisa Maccaferri, "The objective of the campaign was to cover a wide variety of marketing channels with a single-minded message, thereby increasing the frequency of exposure to the brand to consumers."

Today is a key brand in the Heinz Foods South African portfolio and is one of the leading brands in frozen food products. Its 29-year history, value for money and family meal appeal, make it one of South Africa's best-loved and most popular brands.