ProActive implements Lucky Star campaign in Zimbabwe

Lucky Star2With the objective of growing brand presence and brand affinity for Lucky Star, ProActive has implemented an extensive wholesaler sampling campaign across Zimbabwe.

A Lucky Star shoppa show team and cook engaged with consumers and demonstrated how Lucky Star products could be used to make exciting, flavoursome, nutritious dishes. The cook created the Lucky Star recipes and encouraged consumers to sample and purchase the variants. Instant prize giveaways formed part of the shoppa shows, further engaging consumers and enticing them to try the product.

“The shoppa shows worked extremely well and attracted numerous consumers who enjoyed engaging with the brand ambassadors and the brand. Engagement with the Lucky Star products occurred near the point of purchase and this substantially increased sales for the brand,” explains Stephan Botha, GM: Africa and New Business Development, ProActive.

With key insights into the Zimbabwe market, ProActive ensured that the campaign had all the elements that would illicit interest and interaction from consumers. The brand ambassadors were friendly, professional and personified the brand. Furthermore, they know how to relate to consumers in a wholesale environment.

“At ProActive we understand the Zimbabwe market. We understand how people want to assimilate brand messages and when they are most open to it. This is key when running activations: the campaign needs to be one hundred per cent suited to the brand, the targeted consumer and the environment,” continues Botha.