Sasko Flour's unique approach to advertising

Faced with a stable flour market that was not growing and new government regulations that undermined its competitive advantage as the only supplier of enriched flour, Sasko turned to The Old Shanghai for assistance. Ideas were needed on how to improve the sales trend, and how to respond to regulations requiring all flour to be fortified from April 2003.

The first step was to reposition the brand to one of taste, a positioning adopted by none of the competing brands. The next step was to formulate a communication plan with Sasko's limited budget that would allow it to effectively take on the leading brands in the market.

Instead of TV advertising in a cluttered marketplace, The Old Shanghai's communication plan involved a unique initiative with the popular SABC2 Black TV drama, Muvhango that takes product placement to a new level. For the first time in SA, a brand has been inextricably linked to a storyline over an extended period. It is seen being used in the programme by actor celebrities, giving it added credibility.

Muvhango is a drama series that juxtaposes the dilemmas of modern SA living with African traditions. In certain audience sectors, ratings have increased by 136%.

The package that was put together incorporates 266% more delivered value on budget to Sasko. The producers will write a relevant story scenario spanning a year's worth of programming. In a unique collaboration between media owner and brand, Muvhango and Sasko are co-promoted on air and via road shows, truck branding, in-store merchandising, packaging opportunities and radio spots. Sasko will be indelibly linked to the new Muvhango series of 104 episodes.

This multilingual, multicultural programme gives Sasko marketing access to the full spectrum of the SA population.

Vitally important to the success of the programme, says Sasko marketing manager Danie Bower, was internal communication to Sasko employees. "Through various innovative elements Shanghai has ensured that the brand and campaign message is carried strongly inwards to our people," he says. "In brand communication with our customers, Shanghai has put together an exciting and creative campaign that has turned a commodity product like flour into the talk of the day.

"The right programme has the power to take your brand into people's homes and lives. Having people talking about your product at social get-togethers as they discuss the programme is marketing from heaven!

"This kind of programming increases the impact of your advertising rand, as people generally do not switch channels as often as they do during commercial breaks."

Bower says the campaign has given the Sasko Flour campaign a golden thread that ensures consistency of message. "It has moved our focus away from the competition and their activities. We are not trying to out-advertise and out-promote them but are focussing on current and new consumers through a unique communication medium, where the consumer doesn't expect us to be."