Checkers has placed an advert in the Australian publication The Sydney Herald, as well as the UK’s London Evening Standard, in a clever marketing campaign aimed at reminding South African expats that they can enjoy a better lifestyle right here in Mzanzi.
Checkers does not have any stores in either Sydney or London.
In a statement, Mike Middleton, chief marketing officer for Checkers, said the retailer wanted to “remind the many South Africans living abroad that our country is a great place to live”.
Large numbers of South Africans are living in the UK and Australia, but inflation has also hit those countries hard, with the cost of living ever increasing.
Checkers says it wanted to remind emigrants of savings back home, comparing products here and in the UK and Australia, rand for rand.
“When it comes to good food and wine, the grass is certainly not greener on the other side of the ocean.”
The advert shows 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 Coles, Aldi, and Woolworths in Australia.
For example, at Checkers a bottle of Moët & Chandon costs R408 less than at Woolworths in Australia and R288 less than at M&S in England.
Checkers says it hopes to communicate through the advert that it does not just sell groceries, but a better lifestyle.
The advert also cleverly encourages SA expats, who live in Australia or the UK, to send groceries to family living in South Africa, through the Sixty60 App, which is being hailed as a “brilliant stroke” of marketing genius.
If you have family in Australia, they can now send you groceries from Checkers on a buzzbike. A brilliant stroke of marketing for Sixty60, in today's edition of the Sydney Morning Herald. pic.twitter.com/FKoRe3ykZp
— Gus Silber (@gussilber) January 27, 2023
Mike Abel, the Executive Chairman & Founding Partner M&C SAATCHI Group of Companies & M&C SAATCHI ABEL says the approach Checkers is taking is certainly interesting, but he has questioned the purpose of the advert.
Writing on LinkedIn, Abel says the block at the bottom right makes some sense, in that Checkers can deliver to your loved ones in SA – and that groceries cost less in SA than they do in the UK or Australia.
”I guess other than using the app from afar to gift or deliver locally, I’m questioning the purpose of the ad.
Nobody went to live in the UK or Australia for cheaper groceries.
They left for jobs, safety, opportunities and a level of predictability as regards electricity, infrastructure challenges, employment challenges, corruption and the related impact on the economy.”
