We inserted what appeared to be a sandwich that had gone bad into a well-loved, family food magazine. Readers were then prompted to turn a transparent page, with printed mould on it, to reveal a freshly prepared sandwich underneath. This highlighted how easy it is to save good food from going bad. We chose to place our ad into one of South Africa's leading retailer's in-store magazine. The magazine is loved by our target audience and shares the same passion for fresh food as Glad does.

Sales directly post the campaign period increased by 55%. This increase was experienced across all the SKUs. We also received extensive positive feedback through social channels from our users who had been reminded of an important fact that they already knew. Food stays fresher for longer with GLAD.