Cadbury Lunch Bar New Look Wrapper Drive
During 2016 Cadbury Lunch Bar offered South African taxi commuters a chance to uplift their community through its’ NEW LOOK Wrapper Collection Drive.
By collecting Lunch Bar wrappers, rank communities competed for the R100 000 rank makeover prize, while consumer loyalty was rewarded with spot prizes and the chance to win the R200 000 ‘Hungry Hustler’ starter kit.
Plato was tasked to land the ‘NEW LOOK, SAME GREAT TASTE’ message with media and consumers. Also, to mirror the resourceful spirit of Lunch Bar by finding ways to repurpose the collected Lunch Bar wrappers.
The Wrapper Collection Drive was held at 4 high footfall Taxi Ranks in Gauteng.
Twice a week, promoters handed out loyalty cards to encourage the community to hand in wrappers. Each wrapper afforded the consumer 1 sticker for their loyalty card - 9 wrappers/stickers = 1 instant prize and 1 entry into the grand prize draw to win the Hungry Hustler Starter Kit valued at R200 000.
The four ranks competed to collect the most wrappers and to win a Taxi Rank makeover to the value of R100 000.
Taxi Rank Towers and Billboards drove awareness of the NEW LOOK supported by a robust TV, Radio and Digital Campaign. Transit TV flighted the Lunch Bar TVC, competition mechanics and weekly rank leaderboards.
Plato handpicked four influencers from the community to drive media interest and hype.
Local artist, John Vusi Mfupi, used collected wrappers to create a Lunch Bar inspired artwork.
Thamba Tabvuma, a local entrepreneur, upcycled the remaining wrappers creating various products which Plato used in press drops to generate further exposure.
Plato secured a deal with comedian and hype man TolA$$Mo placing the NEW LOOK Lunch Bar in his music video ‘Shuga’, which was inserted onto Transit TV and shared on social media. TolA$$Mo also performed MC duties at media launches and rank activations.
Finally, Sibusiso Ngwenya from Skinny Sbu Socks was brought on board as a prime example of a hungry hustler.
A Media Launch was held at 27Boxes in Melville. The event saw guests taken to Bree Street taxi rank in Lunch Bar-branded taxis. Campaign influencers were on hand to guide guests through the rank activation consumer journey. In addition the event showcased each of the influencers Lunch Bar inspired work, while utilising their talents throughout the evening. From learning the ‘Shuga’ dance from TollA$$Mo to workshopping how to upcycle wrappers from John and Thamba.
Thereafter, influencers continued to create hype. They attended taxi rank activations to engage with the community and shared ‘Hungry Hustler Tips’ in print, broadcast, on-line and social media.
In addition, Plato lobbied with blogger and community media to attend activations near them, garnering further exposure.
After reveal, the artwork was placed on Gauteng rank towers and billboards, thanking the community for their involvement. Participating media each received a limited-edition replica and consumers could win theirs through giveaways. The R200 000 ‘Hungry Hustler’ winner was announced and community media invited to the handover.
Bree was announced as the winning taxi rank and the R100 000 makeover rolled out. This included shop signage, a newly-renovated canteen, Lunch Bar wrapper umbrellas by Thamba, as well as various other supplies, to assist the surrounding shop owners.
Concluding the campaign, the Lunch Bar wrapper artwork will be auctioned with proceeds going to The MAD (Make A Difference) Leadership Foundation with an auction target of R50 000.