Campaign Overview

Launched in Winter 2018, the Pick n Pay Fresh campaign is a multi-platform, through-the-line content-led campaign aimed at Core and Core Upper shoppers (those who spend between R1 000 - R1 500 per month). One market of particular interest was those shoppers who were buying basics at PnP but purchasing their fresh produce elsewhere.

With an 11-year track record of tangible customer engagement via the pages of free customer magazine, Fresh Living, and consequent sales uplift [and 2013 sales data showing that Fresh Living readers spend on average R40 (£2.27) more per basket than non-readers], Pick n Pay (PnP) tasked the team behind Fresh Living, led by award-winning editor and celebrity chef, Justine Drake and her highly experienced print and digital teams, to help them regain the Fresh Produce market. The aim was to share and grow the Fresh category (which includes all fresh produce, butchery, bakery and dairy products) at 'twice the rate of overall PnP growth'.