The Rapport and City Press editorial teams agreed for the first time ever to allow Woolworths to wrap their tactical Braai Day campaign around the main body of the newspaper on ahead of the Heritage Day public holiday. These titles reach the Woolworths target market and the campaign is aimed at capturing the total LSM 8 – 10 Sunday market and through its visibility maximise total reach. The Woolworths strategy is to create a difference, to be open to innovation and utilise high impact advertising.
“At Woolworths we are in perpetual pursuit of innovation and rely on partners who share this passion. Our commitment to creativity keeps us in a permanent state of re-invention and thanks go to Carat and Ads24 for pioneering this exciting and effective media first with us,” says Kate Fordyce, Woolworths’ head of agency marketing.
“This campaign reveals the flexibility of the newspaper industry and is in line with Ads24’s growth and development strategies to embrace innovative creative concepts,”says Ads24 CEO, Linda Gibson. “Woolworths are the first brand to have used the cover wrap and this has created a talking point both about the brand and about the newspaper titles. It’s a first for Rapport and City Press and we’re proud to have Woolworths on board.”