A campaign around National Braai Month in Aug/Sep was flighted in association with National Radio station 5FM. 5FM has a racially diverse young adult listenership biased to the 18-34 year-old A/B income target market.

A promotion was flighted on the station in conjunction with a Braai Day event in Johannesburg on a large scale with local music talent performing, co-hosted by various well-known DJ’s. Entry for tickets was free but was driven via the station, and a strong social media and digital campaign. SMS was deployed as a mechanism to receive digital tickets to the event. Consumers were invited to attend the bring and braai music day whilst Robertsons herbs and spices were provided as part of the activation. Reuben Riffel (chef endorser) was present with a stand demonstrating various braai combinations using Robertsons. A competition for the best braai combination formed part of the mechanics of the promotion.

The client was elated by the positive response of 5FM listeners and DJ’s alike to the campaign which culminated in an all day event that was well attended by over 5,000 5FM listeners.

The digital campaign too, proved extremely fruitful with over 60,000 recipe tips sent via SMS. Overall the digital campaign achieved three times higher than the norm with a click through rate of 0.87%. A strong social media campaign was implemented for the event resulting in positive PR on Facebook and over 71,000 followers on Twitter alone.