“Launched in March this year, our new marketing campaign aims to take ownership of a popular South African phrase of cultural relevance and use it to promote our Sunshine D margarine and spreads,” says Hilton Cairns, National Marketing Manager for Willowton Group.

The thinking behind this campaign allows Sunshine D to position the brand in a positive light with its audience by having meaningful relevance.

“‘Shelela esiphundu’ is a Zulu expression used to describe delicious food that goes down well. It also represents something that is smooth, like the smooth taste of Sunshine D. So, when you choose Sunshine D, you add ‘Shelela’ to your life!

Cairns says that the new promotional drive represents a wholesome, zestful life, filled with positive energy and ubuntu. This message is beautifully represented in the campaign by making use of expressive, colourful visuals and designs as well as copy that speaks of positive life experiences.

“When you choose the Sunshine D brand…moments go down well and life feels easier!” enthuses Cairns.

The nationwide advertising campaign includes television and radio commercials, newspaper adverts, in-store promotions and free sample distributions. New 360 degree wrap-around labels are also being introduced on all 500g and 1kg tubs.

‘Shine, Shelela with Sunshine D’ is the signature anthem for the campaign - an uplifting song that positively reinforces the brand Sunshine D. It is envisaged that ‘Shine Shelela’ will become the brand’s universal greeting. It will be Sunshine D’s Howzit, Sawubona and Dumelang.

According to Cairns, the essential message of this campaign shows consumers that Sunshine D is not just a tasty, high in Vitamin D margarine and spread, but an affordable, one too. More importantly, there is also a strong correlation between the positive and uplifiting essence of the campaign and the brand intrinsics of Sunshine D.

Sunshine D is 'High in Vitamin D'. Vitamin D has number of benefits such as helping us to maintain strong bones and contributing to the normal functioning of our immune system. Sunshine D Lite carries the Heart Mark logo approved by the Heart and Stroke Foundation of South Africa, choosing food products that can form part of a nutritionally balanced eating plan,” concludes Cairns.

With the drive of the exciting ‘Shelela’ campaign already gaining momentum, expect big things from the Sunshine D brand in 2011 and get ready to add some Shelela to your life!

Producers of Sunshine D, Willowton Group originally specialised in expressing oilseeds and refining edible oils. Currently, it is one of the leading producers of oil-based products. The family-owned business, which began operations in 1970 from humble origins, has grown into one of South Africa’s largest private manufacturers of FMCG products, ranging from edible oils, candles, toilet and laundry soaps, to margarine and spreads, as well as baking, chocolate and industrial fats.