Come Over NeKulcha TOPS at SPAR
For Heritage Day, TOPS at SPAR aimed to shift the traditional "Braai Day" narrative by celebrating unity through the theme of "coming together" and sharing our Kulcha (cultures). Michaela Pendy and I worked together to conceptualise, art direct, and design a campaign that leveraged the SPAR2U app’s exclusive deals while fostering community spirit. This campaign sought to bridge the gap between neighbours who have grown distant due to suburbanisation and digital isolation.
The Challenge
The main challenge was to create a digital campaign that would promote TOPS at SPAR’s Heritage Day offerings and build a stronger sense of community, despite the disconnect caused by suburbanisation and digital interactions. South Africa’s spirit of Ubuntu, where neighbours are seen as family, needed to be at the heart of the campaign. We had to create a narrative that would break through the hyperconnected digital world and encourage meaningful connections through the celebration of culture.
The Process
Concept Development & Research: We focused on creating a concept that would not only promote products but also spark genuine connections. The concept "Come Over neKulcha" was driven by the desire to bring people together and celebrate the warmth of our diverse cultures. Our research looked at local greetings, cultural symbols, and the impact of migration and suburbanisation on modern-day neighbourly relations.
Art Direction & Design: For the visual identity, we selected a warm and inviting colour palette of oranges, reds, and browns to reflect the spirit of Heritage Day. We incorporated local greeting signs and symbols from across South Africa, using them as both design elements and interactive engagement prompts. This not only made the campaign visually striking but also helped strengthen its cultural relevance.
Campaign Rollout & Engagement: The campaign featured various formats, including social media posts, product promotions, engagement posts, and website banners. We ensured that each piece aligned with the core message of connection while promoting the SPAR2U app’s exclusive deals. Over the course of three months, we strategically staged the rollout to keep the audience engaged, while also encouraging participation through interactive posts and competitions.
The final campaign successfully blended product promotion with a deeper cultural message. The social media posts, product and price promotions, engagement posts, and website banners were designed to spark engagement, all while fostering a sense of togetherness. The warm visual design, featuring local greetings and cultural symbols, helped communicate the campaign’s essence of unity. The three-month phased rollout kept the audience engaged, and the campaign successfully increased app usage, reinforcing TOPS at SPAR’s commitment to building meaningful community connections.