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,” says Adrian Naude, Pick n Pay’s group executive for marketing.
Consumers have been encouraged to keep an eye on the
PnP add your voice 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 Monday, 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,” adds Naude.
The comprehensive campaign is supported by a TVC featuring Ladysmith Black Mambazo, in-store applications, digital application as well as PR elements.
For more information, or to watch the video, visit
pnpaddyourvoice.co.za . Alternatively, connect with them on
Facebook or on
Twitter.