Parmalat yumchums come to life on schools roadshow
Case Studies
The Parmalat yumchums brief to Isilumko Media late in 2008 was to conceptualise a schools road show which encompassed the element of “surprise” associated with the as yet unidentified new yoghurt variant.
After winning the pitch, Isilumko Media was tasked to: map out the logistics for a national implementation; target five- to nine-year-olds in LSM 5-8 market; and conduct the first phase of the campaign in the first school term of the year. The benefits and attributes of the Parmalat yumchums brand also needed to be conveyed. The objectives were to introduce and create awareness of the new surprise flavour, build the yumchums brand in an entertaining and fun fashion, create excitement around the element of surprise, grow the brand in the LSM 5-8 market and maximise available budget.
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