SASKO has unveiled a new look with a brand-new advertising campaign. Its new campaign aims to celebrate its people and demonstrate that it takes a few simple ingredients to create magic.
According to Nomawethu Ngadlela, SASKO's marketing manager, the campaign started with the team unearthing its specific purpose.
This was because it promised that it will attract new consumers while remaining relevant to its audience.
The new look and brand promise will be highly visible on television and heard on radio stations across South Africa, says the brand.
Consumers will experience the brand at many touch points — in stores and Out-of-Home — including seeing delivery trucks across the country that service supermarkets, cafes and spaza shops in big cities and small towns.
Martin Neethling, PepsiCo sub-Saharan Africa's vice president and chief marketing officer, says that a brand restage of this nature is no small feat.
"We are investing in SASKO because it is one of our biggest and most influential brands, and we have big ambitions for it. We have spent months strategically planning to uncover brand truths, identify and validate consumer insights and partner with our creative agencies to bring the brand promise to life. Our new campaign will help us unlock the brand’s distinctiveness that helps drive our next phase of growth," adds Neethling.
"We have tested everything with our consumers, from the packaging to the communication across every element, in some cases multiple times. The exciting thing is that consumers have told us that they love the packaging and agree wholeheartedly with the idea that 'people who care' really make things better," Neethling says.
SASKO's new 'CARE' campaign is about authenticity and acknowledging the people in its business who make a difference. Its people are unique — they all have flour in their veins. The bakeries run 24 / 7 and the trucks cover millions of kilometres weekly, says the brand.
This is why SASKO featured some of its employees in television commercials.
There are four mini-documentaries, which explore:
- the lives of all our heroes
- their journeys, and
- what they care deeply about.
The campaign aims to demonstrate how the attribute of care underpins everything SASKO does. The brand concludes that it is one of SASKO's greatest assets and ensures everything is better from its finely milled flour to its soft bread.
For more information, visit www.sasko.co.za. You can also follow Sasko on Facebook, Twitter or on Instagram.