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#OnShelf: New products & campaigns

by Louise Burgers. Medals for Musgrave Gin; KFC SA delivery service expands; Checkers goes for recycled materials for Little Shop promotion; and OneDayOnly launches TTL ad campaign.

by Louise Burgers. Medals for Musgrave Gin; KFC SA delivery service expands; Checkers goes for recycled materials for Little Shop promotion; and OneDayOnly launches TTL ad campaign.

Double Gold awarded to Musgrave craft gin

Musgrave Craft Gin has been ranked amongst the best gins in the world at the distinguished 2022 Fifty Best Gin Awards in New York, USA. They took home a Double Gold medal for their Musgrave Original, along with just seven other international gins; and a Gold medal for Musgrave Rose Pink – South Africa’s original pink gin, among 22 other international gins. TheFiftyBest.com is a digital guide to wines and spirits, featuring rated listings resulting from proprietary blind tastings as judged by wine and spirits journalists, spirits professionals, wine and spirit retailers, mixologists, spirits consultants and connoisseurs.  The original Musgrave Gin is made up of a selection of 11 botanicals, each reflecting some aspect of the African Spice Route of yesteryear. The Musgrave Gin has expressive top notes of Cardamom, African Ginger, and Grains of Paradise, whilst the citrus and other spices marry together a tale of flavour spanning a continent.

KFC’s inhouse delivery service expands in Limpopo

After a promising uptake in their delivery service, KFC have extended deliveries to two additional towns in Limpopo: Thohoyandou and Malamulele. KFC South Africa launched its own in-house delivery service, KFC Delivery PLUS in September last year. “KFC Delivery PLUS has always been focused on expanding fresh and fast delivery to all corners of SA,” said Thuthuka Nxumalo, COO, KFC Africa. “And today we are proud to deliver on that promise with the launch of this service to these outlying community areas in the province – enabling us to offer free delivery to even more of our customers.” Changing consumer trends around online ordering led KFC to significantly expand the number of restaurants that will offer this KFC-owned delivery service – where today, customers across the country can utilise the KFC app to order, pay for, and receive a KFC order via free delivery. The service, which includes unique specials and exclusive offers for online customers, is now available to nearly half of the KFCs across South Africa. “Today, it is all about customer centricity and convenience, and I believe this will continue to set the tone for successful e-commerce strategies,” added Nxumalo.

Checkers Little shop returns with recycled materials

Checkers Little Shop is back and this time the 24 new collectable minis made from 100% recycled plastic and responsibly sourced paper. The mini collectables include some of South Africa’s most recognisable brands, including a Sixty60 delivery bike, Nescafe Gold, Baby Soft toilet paper, Huggies Gold nappies, Lindt chocolate, Tastic Rice, FutureLife and even Simple Truth plant-based sausages. The minis are made from 100% recycled plastic (such as discarded refrigerators, water bottles, goggles); as well as FSC-approved, responsibly sourced cardboard and paper. Any unwanted or duplicate Little Shop collectibles can be donated to educational and remedial institutions via special collection boxes in stores.

CAMPAIGN: OneDayOnly campaign to make everybody feel like a somebody

South Africa’s daily deals site, OneDayOnly, has just launched a new advertising campaign. “We started OneDayOnly 12 years ago with the mantra that every day was an opportunity to make someone feel like a big deal – bringing great deals on great brands to South Africans, every day,” said Laurian Venter, OneDayOnly MD. “We’ve grown without much advertising… Coming out of lockdown felt like the perfect time to celebrate who we are; add some new parts to the business; and throw some shade at the competition.” Made up of radio spots, social content, outdoor, and digital film; the integrated campaign celebrates the idea that everyone in South Africa deserves to feel like a big deal –  the emphasis being on everyone. Directed by AK from Spitfire Films, the five digital films feature real South African characters feeling like a big deal in different scenarios – from some unforgettable characters, to a cute four-legged performer. Head of Marketing for OneDayOnly, Candace Basson, explained: “We wanted to have fun with the idea that everybody can feel like a big deal, regardless of what you look like or where you come from, or how much money you make. After droughts, Covid, floods, load shedding, food and petrol price increases, and airline implosions, the team at OneDayOnly wanted to bring some fun back into radio.”

Credits: The campaign was created by OneDayOnly’s in-house creative team under the guidance of Cannes Lions and Loeries winner, Matthew Barnes; and brought to life with the talents of local Cape Town advertising agency Workbench and the team at Howard Music in Johannesburg. Initiative Media were appointed to bring the campaign to radios and billboards.


Main image credit: Supplied.



Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.


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