Background
Yummi is more than just a chocolate bar—it's a speciality brand dedicated to crafting high-quality chocolates that blend decadent flavours with a touch of whimsy. Whether it's the rich taste of classic milk chocolate or the surprising delight of creative flavour combinations, Yummi creates chocolates that make every moment a little sweeter.
Brief
Yummi Sweets is a hypothetical confectionery brand comparable to Cadbury or Mr. Sweet in South Africa. When a leading competitor launched a buy-one-get-one-free Valentine's Day promotion, Yummi’s Chief Marketing Officer requested a response strategy that would enhance brand engagement and sales, while maintaining the brand’s premium image.
Promotional Strategy Development
We developed a robust three-part promotional strategy centred on a limited-edition Valentine’s range. Our approach included a strategic collaboration with Checkers Sixty60, leveraging their platform to reach a broader audience and share promotional costs. This partnership enables Yummi to tap into Checkers’ user base, reaching new customers and driving impulse purchases through the convenience of Checkers’ app.
Together, Yummi and Checkers can maximise Valentine’s Day sales, drawing customers to the app and creating a unique shopping experience that appeals to romantic gift-givers.
