CAMPAIGN
Win a Suzuki Swift
National campaign · Three seasonal chapters
Back to Work
CASE STUDY 01 / SCALE AND COORDINATION
Pick n Pay Express: campaign production at retail scale
One campaign system. Many customer touchpoints. Very little room for ‘nearly right’.
Pick n Pay Express needs promotional work to move quickly across a national retail environment while staying clear, recognisable and consistent. For the Win a Suzuki Swift campaign, Supermarketing coordinated the thinking, mechanics, artwork, media support and production detail across digital, social and in-store formats—so one idea could hold together across three seasonal chapters.
PROJECT SNAPSHOT
CLIENT
Pick n Pay Express
SECTOR
Convenience retail marketing
PERIOD
December 2024 to February 2025
SCOPE
National integrated campaign rollout, retail production and campaign close-out
THE CHALLENGE
A national campaign rarely lives in one neat rectangle.
Retail campaigns need to work across store-facing and customer-facing formats, with competition mechanics, products, loyalty cues and deadlines all pulling their weight. For a national retail campaign, seasonal relevance must sit comfortably inside national brand standards. The challenge is not simply to make the first asset look good. It is to keep the complete family of work connected, accurate and ready for use over three distinct campaign months.
THE APPROACH
One production view, from mechanism to handover.
01
PLAN
Consolidate the priorities, mechanics, audiences and formats into one production view. Brief Smart Shopper on the competition mechanism and compile the terms and conditions before launch.
02
CREATE
Build one recognisable visual and messaging system, then give it Christmas, Back to School and Valentine’s treatments across social, leaflets, screens, point of sale and motion.
03
DELIVER
Coordinate checks, approvals, paid-social support and final files. At completion, contact the winners and capture the prize handover through original photography and wrap-up video.
THREE MONTHS. THREE SEASONAL CHAPTERS.
DECEMBER 2024
Christmas
A festive skin built around the same central competition idea.
JANUARY 2025
Back to School
A fresh customer moment, still unmistakably the same campaign.
FEBRUARY 2025
Valentine’s
A final seasonal chapter carrying the system to completion.
PICK N PAY EXPRESS / THE WORK
Selected work
Campaign system
One promotional idea developed across Christmas, Back to School and Valentine’s while remaining recognisable from month to month.
Digital and social
Content plans, static assets, carousels, paid-media variations and campaign reporting.
Retail production
Digital leaflets, digital screens, flashers and point-of-sale material prepared for national use.
Photography and video
Original prize-handover photography, a landscape wrap-up video and short social edits created at campaign completion.
Governance
Internal coordination, Smart Shopper briefing, competition documentation, terms and conditions, proofing, winner contact and production control.
THE RESULT
A complete national campaign system.
Across three months, the campaign retained one recognisable core idea while shifting naturally through Christmas, Back to School and Valentine’s. Supermarketing carried the work from internal briefing and Smart Shopper coordination through artwork production, paid support, proofing, winner contact and the prize handover—then closed the campaign with original photography and a wrap-up video. The result was a complete national campaign system, not simply a collection of campaign assets.
WHAT THIS DEMONSTRATES
The useful part is the system behind the work.
- Complex multi-format production coordinated through one accountable team.
- Brand consistency maintained across a national, three-month rollout.
- Practical proofing and format control in a deadline-led retail environment.
- Creative, paid-media, governance, photography and video disciplines working as one system.