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Pick n Pay launches the song that keeps on giving as part of its Christmas campaign
Pick n Pay launches the song that keeps on giving as part of its Christmas campaign

Pick n Pay launches the song that keeps on giving as part of its Christmas campaign

BRAND ACTIVITY

Issued by Atmosphere Communications on behalf of Pick n Pay - Nov 16th 2016, 14:47

Leading South African supermarket retailer Pick n Pay, together with double Grammy award winners, Ladysmith Black Mambazo, have recently released a unique and proudly South African twist to the popular Christmas song, Little Drummer Boy made famous by Boney M.

The amended version of the song forms part of Pick n Pay’s Christmas campaign, which has been launched nationally across multiple media platforms and turns the Pa-Rum-Pum-Pum-Pum song lyrics into a light-hearted South African summary of the year that’s passed.

“Through this campaign, we aim to demonstrate to South Africans that although 2016 has been a challenging year, together we can welcome festive downtime and look forward to 2017, in a fun and meaningful way,” said Adrian Naude, Pick n Pay’s Group Executive for marketing.

Consumers have been encouraged to keep an eye on the http://pnpaddyourvoice.co.za/ page to see when the song will be available to download from iTunes or Google Play. Each time the song is downloaded Pick n Pay will donate to The Children’s Hospital Trust.

To encourage and increase campaign interaction, consumers are also able to upload their own Pa-Rum-Pum-Pum-Pum video clips to the Pick n Pay campaign page. A selection of video entries received will then be used collectively to form part of the chorus of the upcoming Ladysmith Black Mambazo music video, which will be released on 5 December.

In addition, every time the music video is watched on the campaign page, Pick n Pay will donate loaves of bread through FoodForwardSA. The more the video is watched, the more loaves of bread consumers can donate.

“This campaign gives us the opportunity to end off the year on a high note. With the public’s help we have the chance to turn those everyday Pa-Rum-Pum-Pum-Pum moments into something great for others,” concludes Naude.

The comprehensive campaign is supported by an entertaining TVC featuring Ladysmith Black Mambazo, in-store applications, an engaging digital application as well as PR elements.

To listen to the song and find out more about the campaign visit http://pnpaddyourvoice.co.za/ . Follow Pick n Pay on Facebook and Twitter.

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