ProActive implements campaign for KOO Food Innovation

ProActive™ is rolling out a widespread, national in-store campaign for KOO’s new food innovations – KOO Chakalaka with Beans, KOO Chakalaka with Peas and KOO Baked Beans Lite. The campaign is being implemented in the top one hundred Spar and Pick n Pay Family stores across the country. With the key objectives of creating awareness for the new products and maintaining and growing consumer loyalty for KOO as a brand, the activations are being rolled out over a number of weekends.

“KOO is a South African household staple, it has a strong legacy and an established consumer base. In terms of creating awareness around new products, the strength of the brand poses both a challenge and an advantage. We kept this very much in mind when we created the strategy for increasing awareness of the new KOO products,” explains Makhetsi Phakoa, Business Unit Head: ProActive™ Activations.

The campaign provides the opportunity for consumers to sample the products while they are in the supermarket and thus in a purchasing frame of mind. Part of the strategy is a promotion to purchase three products and stand a chance to win airtime.

Paul Moloi, Senior Brand Manager, Culinary, Meal Solutions for KOO says: “We are very excited about the launch of the new KOO products into the marketplace. The products will attract both loyal KOO buyers as well as consumers who are new to the brand. The activations campaign is ensuring that shoppers are aware of the new ranges and are positively engaging with the products.”

FMCG products, especially food products, receive excellent traction through activations campaigns especially if they are in-store, with high conversion to sales.

“Activations are a perfect vehicle for taking a new food product to the consumer as it allows them to see, smell and taste the product. Brand ambassadors represent and personify the brand, and this provides shoppers with the opportunity to directly engage with the brand, ask questions and learn more. In-store activations entice consumers to buy and also educate them. This results in greater affiliation with the products and heightens the probability of continued purchase,” concludes Phakoa.

ProActive’s™ operational team has a widespread national infrastructure for rolling out large-scale nationwide campaigns. For more information, call Peter KohlÖffel on 0861 776 826 or email him at go to or follow @ProvantageSA


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