First Choice Custard has introduced its third custard ‘Soft Life’ campaign, infused with festive cheer. Loyal enthusiasts can anticipate an exciting twist, as it now comes in new packaging, perfectly timed to coincide with the upcoming festive season.
Marilee Jansen van Nieuwenhuizen, Brand Manager at Woodlands Dairy and First Choice, highlighted that the concept of the ‘soft life’ resonates deeply with every South African, offering a relatable aspiration. ‘South Africans have faced a multitude of challenges in the past year, from dodging treacherous potholes to confronting unexpected snowfall and streets in Johannesburg erupting into chaos. Every South African relates to the frustrations of load shedding, water taps running empty, tough economic times, and other daily tribulations. This campaign shows that First Choice custard identifies with these everyday struggles. We get that everyone deserves a little ‘soft’ in their lives. It’s all about adopting a self-care mindset.’
She mentioned that the previous year’s campaign achieved resounding digital success, amassing an impressive eight million impressions across their various digital platforms. Moreover, consumer engagement surged by over 50% in total.
Van Nieuwenhuizen is filled with eager anticipation for the brand’s debut of festive season packaging, marking a first in its history. She remarked, ‘The innovative festive packaging design is set to capture the attention of potential customers, distinguish itself from the competition and also boost brand awareness and recognition. By incorporating seasonal hues and motifs, the packaging is captivating and appealing. It perfectly sets the festive holiday mood, and consumers may even choose to present it as a beautifully ‘pre-wrapped’ gift.’ The campaign also features a competition, with a chance to win cash prizes.
FIRST CHOICE CUSTARD
www.shopfirstchoice.co.za
