Shoprite Coin of the realm
Shoprite has built its success, in part, on its reputation for providing value to South Africans across the economic spectrum. And it’s built this reputation by providing that value, then communicating it in novel and compelling ways. Take, for instance, its ongoing R5 campaign, which highlights the value the business provides by communicating what can be purchased in its stores for the increasingly embattled denomination. Like, in 2016, its subsidized 600g loaf of brown bread, still available at that price. And the R5 deli meals, launched in 2017 to provide nutritious, affordable, hot food, and of which over 228,000 were sold last year. The R5 packs of sanitary pads, launched in 2020, and since purchased by millions of South African women and girls. And – extending the offer to financial services – the flat R5 fee for Money Market withdrawals while everything else on the account is free. Putting all of this in context, it’s estimated that 2.5 million South Africans experience hunger every day.
Comment: The power of a R5 coin, and the power of a good idea, communicated consistently. Good work, The Big Red One. Our sincere hope is that the conflict in Ukraine will not severely jeopardise this noble initiative.