In a genius marketing move, Checkers ran an advertisement in Australian and United Kingdom-based publications on Friday, 27 January 2023, despite having any stores in Australia or the UK.
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The method behind the madness (genius) was to remind South African emigrants living in the UK and Australia of the savings back home, and that they can still purchase groceries and have them delivered to friends and family living in South Africa via the Checkers Sixty60.
Mike Middleton, chief marketing officer for Checkers said, “We want to remind the many South Africans living in both the United Kingdom and Australia, that our country is a great place to live, and Checkers makes living here even better.”
“The adverts show exactly how much cheaper it is to buy products like Moët & Chandon, Coca-Cola, matured rump steak and laundry capsules at Checkers versus stores such as Marks & Spencer, Tesco and Waitrose in England as well as Coles, Aldi, and Woolworths in Australia.”
Middleton added, “The grass is not always greener on the other side of the ocean.
“In mid-2022, just shy of a million South Africans were living abroad, according to the UN Department of Economic and Social Affairs’ 2020 International Migrant Stock report. The largest number of SA emigrants lived in the UK, with Australia coming second.”
Woolworths wasted no time in creating a cheeky social media post with the caption: “Chuckles ? “. A bit of friendly banter from the retailer.
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Picture: The Shoprite Group
