As part of its massive consumer drive, Proudly SA has launched its brand new campaign, Living Lekker Locally. The organisation’s 2020 tv commercial Game Time Mzansi, featuring Dr John Kani underpins ‘Living Lekker Locally’.
“Living Lekker Locally is an edutainment piece that tells a brief relatable story of a day in the life of one ordinary South African, from climbing out of a South African bed in the morning, folding back the South African made bedding and spending the entire day eating, drinking, consuming, applying, using and driving only products that have been locally manufactured.
“These include cosmetics, cars, cell phones, laptops, clothes, furniture and much more. The day ends with the securing of the home with a Proudly South African Trellidor and the setting a National Security alarm system. From dawn to dusk – exclusively Proudly South African,” explained Proudly SA CMO, Ms Happy MaKhumalo Ngidi.
The narrative serves to illustrate that South Africa produces just about everything that we need to function in our everyday lives and that these items are readily available in local stores and/or online.
As South Africa opens itself up for business in the Dubai 2020 Expo which begins on 1 October, this campaign reminds South Africans that we manufacture some of the best products in their fields and many of these are showcased in Living Lekker Locally.
Member companies include Lasher Tools, The Foschini Group, Mobicel, Mara Phones, Jen-Til Touch, Portia M, Plus Fab, Olympic Paints, Bliss Chemicals, Toyota, Coca Cola Beverages SA, Drip Footwear, SA Breweries, Twizza, Defy, Mr Price Group, BMW x3, CTM, NQ Jewellers, David Tlale, Grainfields Chicken, OBC, Chubby Chick and Sovereign Chicken and many others in this first of what is planned as a series of how South Africans can Live Lekker Locally every day by consuming locally made products.
“We believe that this new campaign is relatable for all South African consumers with an accessible narrative that they can follow and emulate,” added Ngidi.
The media event was hosted at the showrooms of the Bravo Group, manufactures of bed and lounge brands including Sealy, Slumberland, La-Z-Boy and Grafton Everest, and a Proudly SA member company and was MC’d by veteran marketing guru and broadcaster Jeremy Maggs.
The campaign will have many cutdown variations for use on social media and other digital platforms, but in its entirety can be viewed here: https://youtu.be/VfTw3m70ON0.
In addition, it can be viewed on Proudly SA’s website and YouTube channel. It will also be used extensively across a number of broadcast media channels.