Anyone can choose local in December. The real ones do it all year long.

Proudly SA: Start and end your journey with local

Every festive season, buying local trends. Flags go up, carts fill and the sentiment feels strong. Then January comes, and behaviour resets. The challenge was to turn seasonal patriotism into an everyday habit in a highly competitive retail space.

We brought the strategy to life through a focused digital and social campaign built around one simple message: Start and End Your Journey with Local. By connecting multiple retail moments across the campaign, we created consistency instead of a once-off spike, positioning local choice as practical and ongoing.

The campaign reached 9,896,125 people and maintained engagement beyond peak festive periods, strengthening long-term consideration for South African-made products.

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.