The brand is heavily emphasising their brand essence of ‘feels like home' throughout the entire campaign, which was initialised using the Frisco Schlurp TVC, which won a Loerie award. On a national level, this was supported by an extensive print campaign in the Daily Sun and further entrenched by giveaways and a radio campaign. Charleen Pegram, Senior Brand Manager for the brand, says, “As well as appealing to both prospective and current consumers, we feel that this brings us to the forefront of end user choices. Our radio campaign brings us right into homes, and perfectly complements our market strategy.”
Mall activations were facilitated by Keynote, and were conducted in conjunction with print advertising. Celebrity MC's hosted events at Southgate, Phoenix Plaza and Wonderpark, offering home makeover advice, wet sampling and cash giveaways. Smaller events were also hosted at the Bloem Plaza and Greenacres Mall. Activations were conducted from September through to November 2008.
The Western Cape activation plan was intricately tied to the national one, but with a more aggressive focus on print media and the introduction of taxi rank activations. Print media was accompanied by extensive sampling with street sales of The Argus, posters and Cape community paper advertisements. Cash prizes were handed out at mall activations and Western Cape taxi rank activations took place in close proximity to mall activity. Frisco Hit Squads targeted selected areas after the mall activations, thus further entrenching the brand in the minds of consumers. The Hit Squad visited consumers in their homes and this activation is said to have caused much excitement amongst brand-loyal consumers, who won cash prizes for having the product in their homes.
