Cape Town - Saatchi & Saatchi Cape Town has created a fully integrated campaign for Sasko Flour to bring to life its client's positioning of ‘Share the Goodness'.

The campaign which included recipe books, The Really Early Morning Radio Show, radio adverts, newspaper campaign, blogger and media desk drop, PR and activation, internal staff AV and internal staff calendar was brought to life with the various elements that demonstrated ‘Share the Goodness'.

Creative Director at Saatchi & Saatchi Cape Town, Sammy-Jane Thom says, "There are thousands of women in our country who rise each day with the sun to bake. They wake early to care for their families and provide them with food to nourish them during the day. They take pride in what they do and it matters to them that their baking is successful every time."

She adds, "The objective of the campaign was to show Sasko Flour's support of the women of our nation and to further enhance the warmness of the brand as their partner in the early hours - their comfort, their treat and chance to impress. It was important that the campaign would sincerely salute them."

"We did this through various campaign elements which spoke to consumer, the media and Sasko staff."

Thom explains that the communication was spoken in vernacular and ensured we looked like a brand that lives in the homes of bakers; with retro-kitchen cues and an art direction that required as much craft as the perfect cake.

"The final output of each of the elements showed beautifully art directed elements which allowed the recipient to extend the goodness further."

For the consumer, Thom explains:
We produced 40,000 beautiful recipe books and bespoke ‘Sasko shwe-shwe' aprons which were given away at 250 supermarkets nationwide. Alongside this there was a mobisite developed by Saatchi & Saatchi's digital division AtPlay, which provided interaction with competitions and daily tips.

A 15-minute radio show called Inkqubo Yasekseni Manyani (The Really Early Morning Show) was created to keep our consumers company when they baked. Research showed that thousands of women across SA get up as early as 4am to bake for their families. Content includes; recipes, baking tips, celebrity and listener interviews, give-aways and inspirational advice. The listenership figures grew to an astounding 500,000 listeners in the first season (3 months). It is now in its second season.

The adverts around the radio show were in vernacular and included a choir singing baking tips.

The press campaign illustrated the challenge of baking through the use of boxing imagery and typography to bring to life this challenge of baking successfully every time. Showing how our baker conquers the challenging recipe and emerges a hero, which is a victory you can be sure of with Sasko Flour in your corner.

For the PR & Activation, Thom explains:
We decided to target the prominent online food bloggers to launch the new Sasko Flour website. This was done through the development of high tech neoprene oven gloves in shape of the ‘internet hand'.

Through the creation of an activation with our PR partner Tin Can; Cake Couture was held on the day of the Royal Wedding in Cape Town at the V&A Waterfront. Through this activation we were able to further extend the PR for the brand and begin to target and build affinity within the higher LSM's. We partnered SA's top pastry chefs with SA design students to create three jaw-dropping, lip-smacking dresses make of cake and baked with Sasko Flour. It was a huge success, which resulted in R2-million in PR coverage with an initial investment of R50,000. We spent less than a cent per person and served over 400 slices of cake to onlookers.

The internal campaign for Sasko staff, Thom explains:
With animation from Master & Savant we created an AV that communicated the year past and the year to come. Not only was the AV informed but it also inspired the staff.

An unusual calendar was created to hang above their desks consisting of 12 tea towels; each with a month of the year printed on it, when the month ended the staff could take the tea towel and use it at home. Another element illustrating ‘Share the goodness'.