Marilee Jansen van Nieuwenhuizen, brand manager at Woodlands Dairy and First Choice, says that the concept of the 'soft life' resonates deeply with every South African, offering a relatable aspiration.

"South Africans have faced a multitude of challenges in the past year, from dodging treacherous potholes to confronting unexpected snowfall and streets in Johannesburg erupting into chaos. Every South African relates to the frustrations of load shedding, water taps running empty, tough economic times and other daily tribulations," says Jansen van Nieuwenhuizen

"This campaign shows that First Choice Custard identifies with these everyday struggles. We get that everyone deserves a little 'soft' in their lives. It's all about adopting a self-care mindset," Jansen van Nieuwenhuizen adds. 

Jansen van Nieuwenhuizen says that the previous campaign achieved resounding digital success, amassing an impressive eight million impressions across their various digital platforms. Moreover, consumer engagement surged by over 50% in total.

Jansen van Nieuwenhuizen is filled with eager anticipation for the brand's debut of festive season packaging, marking a first in its history. 

"The innovative festive packaging design is set to capture the attention of potential customers, distinguish itself from the competition and also boost brand awareness and recognition. By incorporating seasonal hues and motifs, the packaging is captivating and appealing. It perfectly sets the festive holiday mood, and consumers may even choose to present it as a beautifully 'pre-wrapped' gift," adds Jansen van Nieuwenhuizen. 

With a chance to win one of ten cash prizes, each valued at R10 000, this campaign is set to unfold just before the year-end holidays and the festive season, adds the brand.

"These prizes aim to add a touch of 'softness' to the lives of the lucky winners. For some, it might mean indulging themselves, while for others it could involve purchasing gifts for their loved ones. And for yet another, it might simply provide that financial cushion to address something they've long wished for but couldn't afford," says Jansen van Nieuwenhuizen. 

"Our intention is to empower the winners to decide how they wish to utilise the money, granting them the freedom of choice, rather than specifying a particular prize," Jansen van Nieuwenhuizen adds. 

Designed for South African families, mothers, grandmothers and those who bring friends and family together, First Choice Custard is all about creating and sharing memorable moments with loved ones, according to the brand.

Jansen van Nieuwenhuizen concludes, "First Choice Custard is made with more than 85% real dairy milk, and we want even more consumers to taste the goodness. This promotion will be in effect until Sunday, November 26 November, so keep an eye out at your preferred retail stores."

For more information, visit You can also follow First Choice Custard on Facebook, X or on Instagram.