South African for-good marketing agency, [dot]GOOD, has developed a platform that enables its clients to increase market share and build their brand, while earning B-BBEE points and delivering a real return on investment (ROI).
Working in partnership with the Imvula Education Empowerment Fund, (a 100% black-owned broad-based trust that facilitates the education of bright but underprivileged young people at the fund’s Maharishi Institute), [dot]GOOD has selected and trained a group of enthusiastic and dedicated students to participate in a long-term volume driving campaign to promote the full range of Tastic products and build long term relationships with its consumers. Tiger Brands and its range of Tastic products is the first company to take up this product offering and participate in [dot]GOOD’s innovative promotion.
“As with all our campaigns, the Maharishi students were given thorough training (including a cooking lesson) and we then selected the best performing individuals based on their results in a written test and a role play exercise. They also receive a weekly refresher to keep product information top of mind,” says Michael Baretta, managing director of [dot]GOOD.
This unprecedented collaboration between [dot]GOOD and the Imvula Education Empowerment Fund constitutes a virtuous circle in providing practical training by creating real-world experience for the students at the Maharishi Institute (acknowledged to be one of the world’s most innovative educational institutions). At the same time, it offers a sustainable and financially advantageous brand-building solution for Tiger Brands and their range of Tastic products.
“As a brand leader with a strong heritage and affinity to all South African households, Tastic is proud to be the first company to participate in such an innovative promotion,” says Chetan Rajput, category executive – rice and pasta. “A major factor in our involvement was the fact that it provides us with an opportunity to comply to B-BBEE requirements while reaching sales objectives. At the same time it helps to contribute to a more positive outlook for current and future Maharishi students. We also like the fact that we’re able to continue to build on-going relationships with our consumers at the point of purchase,” adds Rajput.
“In the spirit of the Maharishi Institute, [dot]GOOD have thought out-of-the-box with this partnership and are demonstrating how B-BBEE can be used to really do good whilst doing well,” said Maharishi Institute founder Taddy Blecher.
[dot]GOOD work exclusively with socially responsible or sustainable brands and not for profit organisations and specialise in campaigns that bridge the gap between the greater good and the bottom line.
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