The Fore Good Group, brand custodians for Pringles in South Africa, was recognised at the prestigious P&G CEEMEA (Central and Eastern Europe, Middle East and Africa) Awards recently held in Dubai. The Fore Good team were the proud recipients of the Best Initiative: Local Amplification Award for the success of their SA model of the Pringles Golden Chip global initiative.
The Fore Good team produced an outstanding 360° campaign that incorporated a competition and grand prize draw, multi-location POS drive, as well as public relations and experiential elements. The campaign was carried out across the country during the June/July winter period in 2011. Out of 100 potential winners, one was drawn as the winner of a R50 000 shopping spree and luxury weekend grand prize. A number of smaller monetary prizes were also given out over the duration of the campaign.
Pringles proceeded to gain record breaking in-market sales measurements, maximum share of voice in the media, positive return on both experiential and PR, and unprecedented hype around the brand "We were inspired by how well this campaign was received by the trade and retailers, we were able to achieve great buy-in and enthusiasm from them which resulted in even more in-store attention given to the Pringles promotional displays," says Craig Clemence, MD of the FMCG Division in South Africa. "What makes these results even more impressive is the fact that the brand was more successful during the campaign's winter period than during the 2010 Soccer World Cup in South Africa."
Pringles South Africa was chosen as an award winner over their counterparts in the United Arab Emirates, Bahrain, Russia and Slovenia, among many others. Pringles in Turkey now intends to roll out the same campaign model there, based on the success of the South African initiative. "Receiving this recognition has certainly raised the bar in terms of what consumers and the trade expect from Pringles and its competing brands. The award has helped to put South Africa on the map within the FMCG snacking category and we couldn't be more proud of our team for this achievement. We look forward to maintaining our momentum and producing even more successful, record-breaking campaigns in the future," Clemence concludes.