A tribute to Vili was placed in the front page, and a front inside cover feature, of the Promo Week 16 Catalogue.
The campaign was successful in honouring Vili, and reinforcing Foodland’s key value and purpose of supporting the local community. One of the main objectives in Foodland’s brand strategy is to build local associations in consumer’s minds. Foodland’s brand health data collated over the last five years has shown this to be a success, with Local consistently scoring high when analysing the associations that come to SA consumers’ minds when thinking of Foodland. Tributes such as these to Vili, help to reinforce this and receive these associations and results.
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