Yummi
This project centred around creating a competitive sales promotion strategy for ‘Yummi’ a hypothetical South African confectionery brand inspired by established players such as Cadbury and Mr. Sweet.
The brief required the development of a strategic response to a rival brand’s new Valentine’s Day buy-one-get-one-free promotion. The task was to present a compelling counter-strategy and design a creative and market-relevant sales promotion plan that would reinforce Yummi’s brand identity, attract new consumers, and boost short-term sales performance.
Scope
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Brand Design & Identity
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Packaging Design
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Promotional Strategy and Planning
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Campaign Concept Development
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Brand Collaboration and Partnership Strategy
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Consumer Engagement and Sales Optimisation
The Brand
Yummi! Sweets was conceptualised as a speciality chocolate brand positioned within the mid-tier market. The brand’s identity combined indulgence and nostalgia, blending playful visual elements with an elegant tone to appeal to both youthful and adult consumers. Its look and feel drew inspiration from classic confectionery design while incorporating modern touches to remain relevant to contemporary audiences. Yummi! positioned itself as a brand that celebrates emotion, connection, and the joy of gifting, particularly around seasonal moments such as Valentine’s Day.
A comprehensive three-part promotional strategy was created to support Yummi’s limited-edition Valentine’s range, incorporating couponing and discounts, contest and prize giveaways, and bundling offers. Central to the campaign was a collaboration with Checkers Sixty60, designed to expand reach and share promotional resources effectively. By leveraging Checkers’ established digital platform, Yummi was able to access a wider audience and encourage impulse purchasing through app-based convenience.
This partnership not only enhances Yummi’s visibility during a high-traffic retail period but also positions the brand as an engaging and accessible choice for Valentine’s gifting. The initiative combined emotional appeal with strategic placement, driving both brand affinity and measurable sales growth through digital activation.
Campaign Strategy
Campaign Strategy
A comprehensive three-part promotional strategy was created to support Yummi’s limited-edition Valentine’s range, incorporating couponing and discounts, contest and prize giveaways, and bundling offers. Central to the campaign was a collaboration with Checkers Sixty60, designed to expand reach and share promotional resources effectively. By leveraging Checkers’ established digital platform, Yummi was able to access a wider audience and encourage impulse purchasing through app-based convenience.
This partnership not only enhances Yummi’s visibility during a high-traffic retail period but also positions the brand as an engaging and accessible choice for Valentine’s gifting. The initiative combined emotional appeal with strategic placement, driving both brand affinity and measurable sales growth through digital activation.
End Result
The campaign positions Yummi as a vibrant, accessible brand during a key retail season. The Checkers Sixty60 partnership expands reach beyond existing audiences, driving strong in-app engagement and purchase conversion. The limited-edition Valentine’s range has the capability of achieving high sell-through rates within the promotional period, supported by consistent digital visibility and engaging content. Overall, the initiative enables Yummi to strengthen its market presence, improve brand recall, and demonstrate the effectiveness of collaborative, multi-channel retail promotions.
Darling Collective
Entrepreneurship and Buisness Development
Ants Pizzeria
Brand Development, Crisis Communication and Social Listening
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