Bread is a highly penetrated category, a commodity almost, appearing in 99% of households, and plays a pervasive role in the lives of South Africans daily. Bread symbolises coming together and is a part of family tradition when it comes to preparing meals. Blue Ribbon has been a part of this tradition and has been sharing that Mmmm Yum Taste with South Africa for over 135 years.

Blue Ribbon launched its ‘Drop & Swap’ initiative on the 28th of September as a way to lend a helping hand to their loyal consumers. The Blue Ribbon bread bags are being turned into currency which can be swapped for items that will make life a little easier during these times.

The Blue Ribbon ‘Drop & Swap’ is happening in thirteen communities namely Khayelitsha, Blue Downs, Mitchells Plain, Soweto, Daveyton, Mohlakeng, Tembisa, Sasolburg, Sebokeng, Orange Farm, Atteridgeville, Mamelodi and Soshanguve.

“We not only want to make life a little easier for our consumers, but we also want to make sure that they are able to reconnect with their friends and family during this time. We have also taken the excitement of sharing a step further by partnering with various communities across South Africa and encouraging consumers to exchange their empty Blue Ribbon bread bags for rewards. But, mostly we want to bring to life a campaign that allows us to share our ‘Mmmm Yum Taste’ and bring South Africa together,” says Premier FMCG Blue Ribbon Brand Manager, Sandhya Maharaj.

How does it work?

The community and customers are encouraged to bring their empty Blue Ribbon bread bags to the drop and swap activations and swap them for givebacks and rewards. Their empty bags serve as a “currency” and can be swapped for more bread, airtime and grocery vouchers.

Not only will this initiative reduce plastic in the environment and help people in need of a little extra, but over and above this, the community initiatives that bring in the most Blue Ribbon bread bags, will win one of four R50 000 cash incentive towards their community upliftment project within Gauteng and Western Cape.

We love that Blue Ribbon is working with its customers to make the world a cleaner place and to make life easier. We are sure the customers taking part in this initiative feel the same way.

Sources: Blue Ribbon

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