Directed at school children and their moms, the campaign features a through-the-line mix combining activations and industrial theatre, competitions, mobile media, radio and giveaways, all of which are designed to showcase the versatility of eggs.
"To get the message across that eggs are good for you, we have adopted a two pronged approach that reaches out to children on the one hand and their parents on the other," says Masanda Peter, brand manager at SAPA. "The communication channel mix further entrenches the ways in which we reach those markets to get our message across."
Peter says school activations will be taking place in the Western Cape, KwaZulu-Natal, Limpopo and the Eastern Cape. Mpilo, the 'Eggs are Magic' superhero and his team will visit schools in light delivery vehicles and trailers with the distinctive yellow and purple 'Eggs are Magic' branding.
"The team puts on its industrial theatre piece, a performance which serves to entertain the kids as well as educate and inform. During the visit, the team also hands out boiled eggs with a comic book that illustrates the nutritional information and benefits of South Africa's most affordable source of protein in a language that the pupils understand."
To reach the parents, Peter says a high profile radio campaign will be flighted, supported below the line with the use of branded taxi advertising, where consumers stand a chance to win cash, airtime and kitchen appliances, entering via SMS.
"We have also included stokvel activations for mothers, where they'll get a DVD and recipe book that showcases the magic and versatility of eggs, not only as a breakfast meal but a healthy alternative that can be enjoyed any time of the day," she concludes.
