South Africans have always been passionate about food and food culture and the popularity of reality foodie shows on television is rapidly growing. With this insight in mind, Primedia Lifestyle Marketing Services has launched a ‘So you think you can cook’ competition at East Rand Galleria which is set to attract considerable interest.
Over a four week period from the 1st – 31st May 2013 with a feature event on 8th June 2013, competitors will be encouraged to enter their favourite recipe and stand a chance of winning a R5 000 gift card. Recipes will be judged by a panel of professionals from within selected tenants and restaurants. Winners from the weekly draws will be invited back to the centre for the feature event which is a cook off to be held in the centre.
Secondary competition aspects will include a Spend and Win competition, where entry is gained by spending R150 or more, and supplemented by weekly winner draws. The campaign is set over a longer period as it is anticipated that a great deal of hype will be created during this phase and in anticipation for the final draw.
The key to a successful campaign is the joining of forces between the shopping centre and its key anchor tenant. This aims to make the campaign relevant to the specific demographic interest.
The competition, arranged and managed by Primedia Unlimited’s subsidiary Primedia Lifestyle Marketing Services, has been created to reach the consumer on a personal level with the aim of creating a sense of ownership around their local Pick n Pay. In addition, as the primary sponsor Pick n Pay is offering R15 000 worth of gift cards for winners within various aspects of the campaign.
“We want to get our customer base excited; therefore opportunities exist for supporting brands to operate within the centre courts and generate interest through sampling and experiential activities. In addition, increased consumer exposure will build on the “call to action” element of the campaign.”