New campaign takes Proudly South African to the shelf

Pick 'n Pay is to introduce 200 000 Proudly South African shelf labels as a pilot into 37 Gauteng stores - each carrying the 'tick' logo and the message "A lekker local product". The Proudly South African logo is only used on quality products approved by the Proudly South African campaign, and consumers purchasing these products contribute to the protection of local jobs.

The Chief Executive of Proudly South African, Martin Feinstein, congratulated Pick 'n Pay on being the first major retailer to launch an in-store product branding project to support quality local products.

"Pick 'n Pay is helping the consumer, they are helping the campaign, they are helping local manufacturers and they are helping South Africa," said Feinstein.

"This project will create a new level of awareness and may increase sales of Proudly South African products. We know from extensive research that consumers support the campaign but find it difficult to identify products. This helps consumers who want to do so, to make a conscious decision to support local quality products."

Paul Connellan, Food Director of Pick 'n Pay says the project underpins Pick 'n Pay's support of Proudly South African: "Proudly South African has undertaken an enormous task to promote job creation in South Africa by promoting the support of local products. A crucial vehicle to success is to expose Proudly South African products to consumers at point of purchase, where nine out of 10 decisions on products purchased are made in the store, and educate them on which are local.

Connellan adds that these shelf-edge labels will be placed next to the price label to ensure maximum consumer attention.

Added Connellan: "We will trial this concept in Gauteng to reach a broad spectrum of customers and to achieve maximum exposure. Our support of Proudly South African is in line with our philosophy of consumer sovereignty and social responsibility. It also provides our customers with an opportunity to support a truly South African initiative."

For more information visit www.proudlysa.co.za or www.picknpay.co.za.