Case Studies
Kaelo Commercial Consultancy works with rights holders to identify the true sponsorship value of their properties and then packages these rights to maximise their income.
Case Studies
Kilimanjaro Marathon - An event in the middle of nowhere
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Since 2004, Kaelo has been operating the Kilimanjaro Premium Lager Marathon and Half marathon. This event is held in Moshi, Tanzania each year in early March.
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Commercial Consultancy
Flora Pasta Bowls - Retail
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As an extension to the Flora sponsorship of the 2005 Comrades Marathon, we advised Flora to take their sponsorship to retail by creating a Comrades Experience at which a Flora stand was erected and professional chefs cooked up healthy meals with new Liquid Flora, showing consumers that healthy eating does not have to be boring and that healthy food can still taste great. Strong in-store branding linking the event to Flora was erected for the duration of the campaign.
To leverage the partnership with Pick n Pay, both being sponsors of the Comrades, a national in-store promotion in ALL Pick n Pay stores across the country was included.
Flora embarked on a promotion for 4 months to the month of June, in which consumers were given a free pasta bowl, uniquely designed around the Comrades theme, if they purchased the required quantity of Flora products. Ensuring that the theme of healthy eating as part of a healthy lifestyle was carried through to the South African consumer, the Pasta Bowl linked the traditional carbo-loading that runners do before a big race, to carbohydrates being an important part of healthy eating for the whole family.
Close to 50 000 pasta Bowls were given away, creating awareness of Flora’s sponsorship for shoppers.
Flora sales in Pick n Pay Hypers increased by 102% and 52% over the 2 promotional bursts.