%402x.svg){kind=icon}
The Harvestime brand had been in decline from 2016 until 2019 due to a lack of Marketing and Brand investment. Rate My Plate show, was the first campaign that the brand invested in. This helped in reversing the decline, but because this required heavy investment it meant the brand was margin dilutive.
A strategic approach was taken to increase marketing activities in the digital and in store space with a view to improve GP.
The cycle campaign is the biggest activity for the year and happens in Q2 & Q4 – For 2021 the big idea was around giving our consumers an opportunity to win their share of R400k in Kitchen appliance. The campaign had to have an Instore & digital support elements.
%402x.svg)
%402x.svg)
%401x.svg){kind=icon}
