The primary factor to the launch is a promotion that gives consumers the opportunity to win one of six kitchens to the value of R200,000 in the Moir's Make Magic competition. The promotion runs from October 2008 to January 2009 via various media channels.
“Consumers can enter for one of three ‘quick wins' via sms where they stand the chance to win one of three value-for-money kitchens. Alternatively they qualify for the ‘luxury win' by purchasing Moir's Baking Powder and depositing their till slip in the entry boxes placed in all Morkels stores,” says Snowy Krüger, Moir's brand manager. ‘We want to create a renewed buzz around our Baking Powder and offer our loyal consumers the prize of their dreams and every avid baker surely yearns for a dream kitchen,” concludes Krüger.
The promotion is being run in conjunction with Morkels and Home Concept, and is supported by in-store material and advertisements in core target publications such as Ideas/Idees, Huisgenoot, You and Drum. The in-store campaign, including recipe leaflets and sampling, has been run in Shoprite Checkers stores countrywide. Outdoor and radio elements also form part of the campaign, making use of especially vernacular radio ads, with which Moir's Baking Powder aims to increase their core consumer base.
