Shoprite Checkers announced last week that it is adding 10 soup trucks to its existing fleet of mobile soup kitchen units to feed an additional four million people, in response to the social media trend sweeping the country known as #Neknominations.
After receiving a nomination from a competitor, Shoprite Checkers responded with a R15,000 donation to the Blikkiesdorp 4 Hope Project to refurbish its recently vandalised library. The cash donation will help the project, which has been influential in relocating residents evicted from elsewhere in the Mother City.
Upping the ante, Shoprite Checkers announced it was bringing its mobile soup kitchens to 22 and extending the reach of its feeding programme to an estimated eight million people this year.
Gauntlet is cast
Instead of nominating the customary two parties to continue with the random acts of kindness, Shoprite and Checkers have decided to challenge 10 leading brands in the country to continue with the campaign. These brands include Coca-Cola, All Gold, Simba, Clover, Sunlight, Huletts, Kellogg's, Five Roses, Pampers and Ricoffy.
So far All Gold, Clover, Sunlight, Kellogg's, Pampers and Five Roses have responded to the Facebook video challenge and have already contributed over R125,000 in assistance to various community projects, with many more set to benefit as the challenge was extended to their ad agencies and service providers alike.
View Neknomination videos here:
Shoprite and Checkers