Blue Ribbon Bread promotes local soccer

Blue ribbonA national campaign by Blue Ribbon Bread and marketing company The Idea Worx, focussed on boosting pride in SA’s soccer heroes, is setting records in both the promotions and bread industry.

The Blue Ribbon Hall of Fame campaign is a customised Blue Ribbon Bread promotion utilising collectable stickers in bread bags, point of sale material, playing cards, posters and advertorials on South African soccer stars and legends in weekly football publication, Soccer-Laduma.

The campaign broke on 1 August and is designed to run for six months.  In just under two months, Blue Ribbon received a staggering 900 000 SMS entries, which is a record for a bread industry promotion. In addition to boosting sales, the campaign is aimed at engendering pride in South Africa’s soccer heritage by featuring past and current soccer legends in a proudly South Africa card trading game.

Interactive campaign

Following the successful ‘Smurf’ sticker campaign in 2011, Premier Foods briefed The Idea Worx to conceptualise and execute another interactive promotional campaign for their flagship bread brand, Blue Ribbon. The Smurf campaign notched up a million SMS entries over six months. The inventors behind the Hall of Fame campaign want to triple this figure.

Every week, Soccer-Laduma offers readers nine perforated, collectable soccer cards with player biographies. Stickers inside Blue Ribbon bread bags provide an image of the player to complete the card. The full collector’s pack consists of 66 individual soccer players while duplicate stickers can be applied to Hall of Fame posters.

Each collectable sticker carries a unique number that, when SMSd offers a chance to win weekly prizes. The overall winner will spend time with two soccer legends, Benni McCarthy and Reneilwe ‘Yeye’ Letsholonyane.