IBL’s South African wine brand Makulu launches its first national consumer campaign this week across the UK and ROI. Makulu will be giving away South African ‘Braai BBQ Kits’ all summer long through an on pack ‘text or scan to enter’ competition.
Retail Sales Director Paul Hinks comments:
“With Makulu going from to strength to strength and enjoying +51% growth our next challenge is to drive consumer awareness. This campaign not only celebrates Makulu’s heritage but also the spirit of South Africa. The Braai is more than a South African BBQ – it’s a social celebration of life which fits perfectly with Makulu’s values. We are giving consumers the chance to create their own Braai at home this summer – a BBQ with a South African twist!”
The weekly prize draw includes a Weber BBQ, 2 bottles of Makulu wine and vouchers to spend online at St. Marcus Fine South African Foods. Winners can choose from specially marinated and spiced meats like Ostrich burgers, Springbok steaks and Boerewors sausages to create their own authentic South African BBQ experience. The campaign will also integrate social media elements and extend to the trade with the simultaneous launch of the ‘Makulu VIP Club’ – a digital platform and CRM programme targeting retailers and offering exclusive offers by text.
Paul adds,“Last year was our strongest year yet and 2015 promises to be even better. We are investing in a digital CRM platform that enables us to deliver targeted news and exclusive offers direct to our customer’s mobile phones. The aim is to put them at the centre of our business and communicate with them in a relevant and convenient way”.
The Promotion is live from 15th of June through to the 13th of September.