The campaign uses lyrics from famous songs and highlights how First Choice’s custard makes desserts taste better. “The First Choice custard brand is light-hearted and we wanted to have some fun with it,” says Boomtown account manager, Jess Massyn. “We wanted the creative to give the pack some character and personality and for the consumer to be able to relate to the visual.”
The visual created by Boomtown included a cut-out look and feel that gives a personality and 3D effect to the design. In-store media will encourage consumers to purchase at selected stores throughout South Africa which will have interactive experiences, including sampling.
“Just like the summer and 'Pour Your Heart Out' campaigns, First Choice wanted to give back to its consumers,” adds Massyn. “Shoppers who buy any First Choice custard stand the chance to win R5 000 weekly or one of the three R15 000 grand cash prizes.”
For more information, visit www.boomtown.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.