Design a recipe book to be used in an in-store promotion during the Easter period in South Africa.The recipe book must be used to: 1.give customers that are buying competitor brands a reason to buy Sasko Flour2.reward our loyal customers.

The recipe book:Traditionally in Africa, men are glorified by printing their photograph on fabric. We used this as inspiration to glorify our female target market instead by using a female character to represent each chapter. We divided our chapters into the emotional effects of baking like Comfort, Celebrate, Treat and Impress based on the occasions that define baking moments in consumers’ lives like funerals, weddings, graduations etc.The apron: We designed a bespoke Shwe-Shwe (traditional African pattern) apron for the recipe book. We printed a conversion table upside down on the apron, making it easy to read when baking.

In order to keep up with demand, the original quantity of 20,000 recipe books was more than doubled to 44,000 directly attributing to R3m (€300,000) in sales. The promotion supplemented a volume driving sales campaign, which enjoyed an increase from 28% to 35% for the period.