The Blue Ribbon ‘Hall of Fame’ campaign is a customised Blue Ribbon Bread promotion utilising collectable stickers in bread bags, point of sale material, playing cards, posters and advertorials on South African soccer stars and legends in weekly football publication, Soccer-Laduma.

The campaign broke on Wednesday, 1 August and is designed to run for six months. In just under two months, Blue Ribbon received a staggering 900 000 SMS entries and all indications are that this trend will continue. This is a record for a bread industry promotion.

In addition to boosting sales, the campaign is aimed at engendering pride in South Africa’s soccer heritage by featuring past and current soccer legends in a proudly South Africa card trading game.

Following a similar and highly successful ‘Smurf’ sticker campaign in 2011, Premier Foods briefed The Idea Worx to conceptualise and execute another interactive promotional campaign for their flagship bread brand, Blue Ribbon. The ‘Smurf’ campaign notched up a million SMS entries over six months. The ‘Hall of Fame’ campaign, conceived and developed by Idea Worx directors Colin Hutt, Lee Wainman and Craig Mathieson is on track to triple this figure.

In addition to the record SMS entries, the campaign is setting records for producing many millions of stickers (the most in any promotional campaign in SA) and other printed material during the six month period.

Hutt says the mass interest in the promotion has surpassed expectations. “It’s always our intention to conceptualise really great promotions for the public and in so doing surpass our clients’ expectations and we believe we’re on track to achieve this.” He says that with a weekly circulation of over 330 000, as well as an excellent reputation with soccer fans, Soccer-Laduma was the obvious media partner.

Every week, Soccer-Laduma offers readers nine unique perforated, collectable soccer cards with player biographies – including legendary stars who did South Africa proud under hugely adverse conditions in the apartheid era. Stickers inside Blue Ribbon bread bags provide an image of the player to complete the card. The full collector’s pack consists of 66 individual soccer players while duplicate stickers can be applied to Hall of Fame posters found in Soccer-Laduma.

Each collectable sticker carries a unique number that, when SMSed to 33087 offers a chance to win weekly prizes such as limited autographed posters, Adidas soccer kits and Foosball tables.

The overall winner and 10 friends will be offered a chance to meet and spend time with two soccer legends, Benni McCarthy and Reneilwe ‘Yeye’ Letsholonyane.

The public can call 0860 103 402 or visit www.premierfoods.com for more information on the promotion and competition. Or see the page on Facebook.