Hungry Lion’s Lucky Bucket Campaign Delivers Double Digit Sales Growth For The Brand

Hungry Lion’s new ‘Lucky Bucket’ campaign, has driven hundreds of thousands of feet into its newly refurbished fast food chicken outlets countrywide resulting in an impressive 37% increase in overall brand engagement and double digit sales growth in just four weeks. 

The new Hungry Lion integrated campaign, comprising a new TV and radio commercial, digital, PR and on the ground activations, which promise to ‘give Mzansi more’, have seen the Hungry Lion brand quickly winning with SA and Africa consumers and becoming a fast food favourite.

“We achieved the 37% increase in engagement in the first three weeks of our campaign and the level of redemption on vouchers via digital channels has been way above industry benchmarks,” says Tashalene Reid, Marketing Manager at Hungry Lion, a Shoprite Holdings company. 

She also attributes the increase in sales to Hungry Lion’s new brand image, refurbished outlets, its proudly South African heritage and a great product in the form of bigger portions of great tasting chicken served up in the brand’s visually appealing branded buckets. “Our Pride Bucket has been iconic to our stores for more than 12 years, so it remains at the centre of our new brand campaign,” she adds. 

The campaign is a follow-on from our first engaging TV commercial, which saw the Pride Buckets being flown in by helicopter into the metropolis and promising Mzansi More. 

“We then built on this story by bringing the buckets to life by using an on-the-ground mechanic in the form of 50 Lucky Bucket mascots who have been promoting the R7-million ‘spot a lucky bucket’ competition throughout South Africa in a fun and engaging way. To date, they have been seen climbing Table Mountain, riding on trains, touring the city, surfing and visiting iconic areas all over South Africa.” 

Reid explains that this particular campaign is a first for South Africa in terms of utilising these various touchpoints and in terms of integration, we have seen over 700,000 digital WiCodes already being issued within the first four weeks. 

“It has included pushing social media limits and digital interaction via mobile devices to include WeChat, VoucherCloud and Mxit as a mechanic for our market, providing a perfect platform for live interaction for all of South Africa and enabling both feature and smartphone users the opportunity to participate,” she adds.

According to SocialBaker’s latest social media report, the Hungry Lion brand has seen a 155% increase in engagement on their social channels alone, overtaking Nike Sportswear.

Hungry Lion, which launched in 1997, by the Shoprite Holdings Ltd Group, has seen a rapid growth trajectory by extending its footprint and now has a network of more than 160 stores in Africa and South Africa with operations in eight African countries.

Over the past two years, the brand has undergone major changes to its management, brand, stores and menu in order to achieve its goal of being a first-world Quick Service Restaurant (QSR). “We have had to restrategise, reformulate and rebrand our stores to make this a reality,” says Reid.

“Our goal is to provide all communities in Africa with tasty chicken in a first-world environment at competitive prices, whilst staying true to our 100% homegrown SA offering,” she adds. “The stores now boast a world-class design with ample seating and an inescapable focus on providing great chicken products in order to bring to life our brand vision in very diverse areas in South Africa.” 

Hungry Lion, which serves over a million customers per month across SA and Africa, prides itself on offering ‘MORE’ for every man, woman and child across Mzansi (South Africa and Africa) with the stores and menu being crafted for people who want more and for lovers of king-sized chicken. 

Reid explains; “Our product has undergone a major overhaul resulting in larger portions for bigger value, while remaining true to our brand promise of ‘giving Mzansi more’ and offering consumers more value for money in a fast and friendly environment.”

“Our integrated campaign for the launch of the ‘new’ brand aims to make South Africans aware of our brand promise in a fun, engaging and aspirational way. We needed to reach and impact on a larger scale than ever before,” she adds. “To do this we needed to push the boundaries in order to get more people to experience the new Hungry Lion at multiple touchpoints.”

“It has taken us two years of planning, new brand implementation and roll-out for us to be ready to market the brand and the success over the last month is testiment that South Africans are responding well to the new brand,” she concludes.

Join the conversation on Facebook: http://www.facebook.com/hungrylion or on Twitter: @HungryLionSA #luckybucket

Solomon’s Haven was founded in 1992, when Maria Solomons and her family opened their hearts and doors to vulnerable children in the area, creating a place of safety and equipping them with the necessary education and skills and to prepare them for their future, and developing them intellectually, socially, emotionally and spiritually.

Maria explains that, in her area, so many women are caught up in a vicious cycle of abuse and neglect that they struggle to look after themselves, let alone their children. “When deciding to leave her abuser, she is usually faced with either living on the streets ór going to a shelter, where she and her children can stay for three to six months… and then? Sometimes they are faced with being thrown out on the streets or going back to the origin of the abuse,” Maria says concerned.

It is with one such incident that Solomon’s Haven was founded. When her late son, Nadeem, was in Grade 5 he started bringing a 7–year old friend home every day. Maria spoke to the boy and he eventually disclosed that his father was very abusive towards him, his siblings (aged 4 and 9) and his mother. Maria eventually invited the boy’s mother for dinner and after a long talk she told Maria that she is faced with a huge problem: her husband is molesting her two daughters!

Maria decided there and then to provide shelter to the women while she took steps against her husband, with Maria’s support. Maria took care of them, reminded of her own background of abuse.

“I did not really have role models, growing up under difficult circumstances, with an abusive father.  We were five to six children sleeping on a bed, without blankets – we had to use carpets and our clothes to keep warm. This gradually formed me to become strong, which helped me to survive and definitely helps me to assist the children of Solomon’s Haven today,” she adds proudly.

Maria is, however, very happy that times have changed and that women are better protected through improved legislation. “When I grew up, men in our community beat some women to a pulp, women felt powerless to take any action and as a result nothing was ever done about it. Now it is a whole new picture. When you lift your hands for a woman (or man!) you will, in most cases, go to jail,” she adds.

“I have a compassion for children, especially those growing up under difficult circumstances, and I am a mother, with a huge heart for children. I do not want to see my children getting hurt… I do not want any child getting hurt, for that matter. Nelson Mandela once said something along the line of: ‘If you have a head and a heart, you see everything differently’ and I feel that is very applicable to me. It does not matter what is ‘wrong’ with the child or what his or her condition or problem is – I just love them.” You can see the kids that arrive here are broken, but I give every child as many hugs and love as possible. The kid realises that you care for them as soon as you give them hugs. It sometimes takes two weeks or more for them to start trusting me, but eventually I do manage to break through their ‘walls’ with love,” Maria says.

Some of the children have grown up with one, but in some instances even two abusive parents. Maria is concerned that in the latter case, the children are left without any caregiver and nobody to protect them. Without a mother a family literally falls apart. Maria adds that in such cases, there usually is no bread in the house and the children have to ask neighbours for a piece of food… or hope somebody will help them.

“Kids like these do not know the security of a family and that is what we are trying to reinstate in their lives.  A family stick together, no matter what happens, like me and my family. We carry each other through difficult times. We want the kids to experience the same and a feeling of home and somebody being there for them after school. Do you know how gratifying it is when they arrive home after school and ask, “Where’s Mommy?’”

“With the help of generous organisations like Spur Foundation, I can be their mommy and provide them with a family. We never eat separately, but together as a family – an aspect that truly resonates with Spur’s focus on the family. In the evenings when we sit in front of the TV, they massage and wash my feet. That is how they give back. They cry when I take my feet back, as it signifies rejection to them.  Pampering me is a thank you from their side,” she says with a smile.

Maria stresses that it is not an easy job – both financially and emotionally. “On the financial side I have to provide food for all of them. Organisations like Spur Foundation contribute regularly and it helps, but it does not cover all our needs. As an example, the 17 kids currently in my care, eat at least ten loaves of bread per day!” she adds.

“On the emotional side I also have to be the strong woman for them. I can only cry or show emotions when I am alone in my room, as I become such a part of these children’s daily struggles. Spur Foundation’s support has shown me that they believe in what I do and that that they believe these children need help. It lessens the burden on me, as I know there is somebody that cares. Spur Foundation recently donated new bed linen to all the children on Mandela Day (18 July) – it was probably the first time in their lives that they slept under new duvet covers! " she adds.

Since its inception between 400 and 500 children have been helped at Solomon’s Haven, with Maria assisting some of them to train as boilermakers, policemen, social workers and more. For this remarkable work Maria was nominated as a finalist in the Cape Times Woman of Worth 2003 Competition and in 2004 she won the award.

“For the next year my big wish would be bigger premises, so that everybody has their own space and can feel special,” she adds. “Feeling special is something they have not experienced a lot in their lives, but the love and support for the children make them look past the fact that there might not be another tomorrow,” Maria concludes.

Spur salutes this great mother of so many of the neglegted and destitude children in her area.

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FOR MORE INFORMATION:

NAME: Ronel van Dijk, Chairperson of the Spur Foundation and Chief Financial Officer of Spur Corporation Limited
TEL: 021-555 5100
E-MAIL: This email address is being protected from spambots. You need JavaScript enabled to view it.
WEBSITE: http://www.spurfoundation.co.za
TWITTER: @SpurRestaurant
FACEBOOK: https://www.facebook.com/SpurSteakRanches  

On 9 August, National Women’s Day, South Africans will be saluting the role of women in our society. In this spirit, Spur Foundation will be saluting Liesel James, founder of Creating Change, one of the primary beneficiaries of the Spur Foundation. 

Creating Change is a non-profit company that strives to empower the youth in under-served communities, to build a sustainable future for themselves and their families. This programme provides education and skills development through indigenous permaculture gardening, healthy cooking and nutrition, product development and more.  

Spur Foundation joined forces with Creating Change to set up the Conscious Lifestyle Programme at the Desmond Tutu HIV Youth Centre in Masiphumulele, Ocean View, between Kommetjie and Noordhoek in Cape Town.

“The Desmond Tutu Centre is aimed at educating youth on health and providing guidance especially around HIV and leadership. It ties in with our Conscious Lifestyle Programme where we teach them about nutrition, the uses of plants, environmental awareness and how to maintain a permaculture garden - an agricultural system or method that seeks to integrate human activity with natural surroundings to create highly efficient self-sustaining ecosystems. We want to inform them about the dangers of chemicals and additives in soil and processed food and, of course, we also want to show them positive and affordable alternatives to it,” Liesel explains.

The Ocean View community is heavily dependent on local industry, seasonal fishing and labour. There is much unemployment and poverty in the area and social problems. Liesel says, as a result, the biggest threats to the children at the Centre and in Ocean View are rape, drugs and gangsterism.

“These children just need to be nurtured, guided and supported, in order to break the negative cycle they may find themselves in – and ironically it resonates extremely well with the Spur Foundation slogan, Nourish, Nurture, Now!” she adds.  

“I have three children of my own, so I understand them and treat all the kids I work with like I am their biological mother. When they do something wrong I have to reprimand them – I often have to intervene when they have anger management, discipline and racial issues. I basically just love them –they are the motivation why I am still here,” Liesel says proudly.

“I have felt like giving up before, due to burnout, but never due to the children, more as a result of a lack of resources or adult ‘gatekeepers’ in the community who were standing in the way of us reaching the children, changing original agreements and making it challenging for me to deliver. Children are here to learn and I am here to teach them,” she says adamantly.

Liesel believes that Archbishop Emeritus Desmond Tutu has always been a man of integrity, standing up for humanity, speaking his truth without fear, calling us the Rainbow Nation and believing that, without forgiveness, there is no future.

“He is really the last honourable leader and voice left in South Africa, after the passing of Nelson Mandela. Mandela, again, can be admired for his humility, wisdom and honourable attitude after 27 years in prison. He was our African father,” Liesel adds.

Using these two formidable leaders as an example, Liesel aims to assist all the children on the programme until they finish school. Every year Creating Change offers more skills development than the year before and the programme is evolving into a mentorship and entrepreneurship programme, assisting the children when they leave school.  This will have an effect on the communities around them and the people they come in touch with for the rest of their lives.

Liesel and her team have been working with some of the children for five years and watched them grow and learn. She realised that children need a huge amount of support, especially in these communities where there is a lack of guidance, career counselling and good mentorship. She assisted regularly to provide them with different stimuli, constant education and guidance on how to make healthy choices. The children need to have a safe place to talk about anything.

The Desmond Tutu Centre provides learners with dedicated counsellors, but some of the Ocean View children are still carrying a lot inside them, without much safe assistance.  “I hope that they will remember me as someone who is independent, a finisher, but more importantly as someone who loved them dearly and believed in them,” Liesel concludes.

Spur Foundation has supported Creating Change for the past 6 years and have watched the project grow from strength to strength through the dedicated and passionate work of Liesel James and her team. She truly embodies the spirit of ubuntu and Spur can proudly salute Liesel as one of South Africa’s great servants of her community.

FOR MORE INFORMATION: NAME: Ronel van Dijk, Chairperson of the Spur Foundation and Chief Financial Officer of Spur Corporation Limited
TEL: 021-555 5100
E-MAIL: This email address is being protected from spambots. You need JavaScript enabled to view it.
TWITTER: @SpurRestaurant
FACEBOOK: https://www.facebook.com/SpurSteakRanches

DURBAN, South Africa, July 2014   When local businessman, Shane Williamson, purchased a festive gift at King Shaka International Airport, and subsequently entered the Win a Dream Holiday on a whim, he never once imagined that he would be the winner of a magical trip to the Maldives.   On hearing that he had won, a surprised Shane confessed: ‘I really didn’t think I would win. It is all very exciting and I can’t wait for the trip to the Maldives. The island appealed to me as I’ve heard it is beautiful and perfect for my son who loves watersports.’  

The Win a Dream Holiday @ King Shaka International Airport competition was open to all travellers to the airport, provided they spent R100 or more in one day at any store. The trip includes a 7-day all inclusive trip to the Maldives for two people and is valued at R65,000. The winners will enjoy a stay at Olhuveli Beach & Spa 4 Star resort, which is set in the azure heart of the Indian Ocean that is the Maldives and known as one of the best luxury water villa accommodations available on this magnificent island.  

The competition was run by Airports Company South Africa and the officially appointed advertising agency Kwenda Marketing. For more information contact the Kwenda Marketing team on 011 921 6408. Visit Facebook www.facebook.com/ClickBuyFly or follow @ClickBuyFly on Twitter for upcoming competitions, promotions and events.      

King Shaka International Airport The King Shaka International Airport is the primary airport serving Durban and is currently handling almost 5 million passengers annually.   About www.saairports.co.za Discover a magical journey and indulge in the splendour that is Africa whilst you browse through the new website (www.saairports.co.za), the gateway to South Africa's premier airport shopping experience. Whether as a first-time traveller or seasoned globetrotter, be it for business or pleasure, visit the website before your next travel through South Africa's flagship airports in Johannesburg, Cape Town and Durban so that you can get the most out of your airport shopping experience and prepare for your next voyage.  

About Airports Company South Africa Airports Company South Africa (ACSA) operates South Africa’s nine principal airports, providing airlines with world-class, secure infrastructure. Additional information can be found at www.saairports.com/about-acsa. End Media release issued by DTMSA on behalf of KWENDA MARKETING AND KING SHAKA INTERNATIONAL AIRPORT. For press assistance contact Maya Setti on +27 21 419 2699 (Cape Town) or Karen du Toit on +27 83 685 6406 (Johannesburg) or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..

The Spur Foundation will be carrying forward our vision to make a positive and lasting difference in the lives of our communities by visiting House of Grace outside Durbanville on Saturday, 2 August 2014.

House of Grace is a place of safety for abandoned and abused children who have been through tremendous hardship and previous neglect. They work closely with the Department of Welfare, Government, the South African Police Service and hospitals in handling the interests of these children.

Aletta Herbst and her adopted daughter, Michelle, who manage House of Grace, have a special compassion for children in this type of crisis. Aletta herself was abandoned as a child, and lived for two years on the streets of Cape Town, sleeping in the bathrooms at Cape Town Station. She was taken care of by a cleaner who worked at the station, who would bring her food and clothing. This lady was eventually able to get Social Services to send the young girl to school and Aletta was moved to a boarding school in Wolmaransstad.

"When you have endured something like this," Aletta explains, "you can empathise with these children. I know how they feel, and what they are going through," she says.

House of Grace currently houses 18 children who range in age from 13 months to 16 years. They do not receive a government subsidy or grant for the work they do and are struggling to make ends meet. Spur Foundation realised the need to support Aletta, Michelle and the children at House of Grace, and took the initiative to lend a helping hand.  

As part of the ‘Sponsor a Child’ project, the Spur Foundation and Spur employees were requested to sponsor gift boxes for all the children. These gifts, which will be handed to the kids on 2 August, will contain special surprises and useful items, as requested by the children themselves, ranging from soccer balls, shoes, nail polish, hair accessories and clothing, to baby food, as well as little treats to show them that Spur is a company that truly cares for the children of South Africa.    

“We are hoping to bring joy to these children and support, in some small way, the efforts of these strong and amazing servants of society. Aletta’s story truly moved me and I am privileged and proud that the Spur Foundation has taken on House of Grace as a beneficiary,” adds Joe Stead, the Spur employee who initiated the project. The Foundation will in the future contribute on a monthly basis towards the grocery requirements of the children.  

The Spur Foundation was established on Mandela Day, 18 July 2012 with a donation from the Spur Group of R670 000. The value of the donation not only resonates with the ’67 minutes’ theme of Mandela Day, but also recognises the founding of the Spur family in 1967. The Foundation aims to uplift and improve the lives of South African families, with a special emphasis on assisting children. The Foundation supports initiatives that assist children in impoverished communities by administering feeding schemes and providing basic necessities and amenities. Over time the Foundation plans to provide financial assistance for educational bursaries and general community upliftment. For more information on the Foundation and their beneficiaries, go to http://www.spurfoundation.co.za

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FOR MORE INFORMATION:

NAME: Ronel van Dijk, Chairperson of the Spur Foundation and Chief Financial Officer of Spur Corporation Limited
TEL: 021-555 5100
E-MAIL: This email address is being protected from spambots. You need JavaScript enabled to view it.
TWITTER: @SpurRestaurant
FACEBOOK: https://www.facebook.com/SpurSteakRanches
YOUTUBE: http://www.youtube.com/user/SpurChannel

Furthering the journey to “Live the Legacy” of International Mandela Day on 18 July 2014, the Spur Foundation has extended its countrywide Spur Salutes You campaign. The Foundation organised an enthusiastic team of 260 individuals which included Spur Corporation staff members, franchisees and suppliers, who honoured commendable leaders in the communities it supports, by devoting time and effort to beneficiaries in five of our provinces.  

According to the Chairperson of the Spur Foundation and Chief Financial Officer of Spur Corporation Limited, Ronel van Dijk, “This was a heart-warming and enriching experience for all involved. It was an honour to assist these ladies and the institutions they devote their time to. The Spur Foundation really pulled together to let them know that we are here for you and you are not alone in your mission to ensure a great future for the children of South Africa”.  

Van Dijk added: “The Foundation would not have been able to benefit these little lives to the extent it has, had  it not been for the generous Spur franchisees and employees who have joined hands with the Foundation to contribute towards the identified needs of selected charities in the major provinces. These include basic needs such as bedding, mattresses, baby milk, curtains, slippers, cutlery and crockery, toys, furniture and food".  

Spur Foundation’s activities included:   

Western Cape 

Solomon’s Haven, Mitchell’s Plain, Cape Town  

The Foundation held a collection drive at Spur Corporation’s Century City office for blankets, baby necessities and kids’ clothing, which were handed over to Solomon’s Haven. The children all received new bedding from the Foundation, along with wall decorations to create a stunning cosy environment for the 17 kids aged between 0 and 18. These children each received a Spur goodie bag with a deodorant, body cream, sweets, toys and toothpaste and were then treated to Panarottis’ delicious pizzas. They also spent some quality time with the Spur staff volunteers in a day filled with a taste for life!  

KwaZulu-Natal

Durban Children’s Home, Durban  

The boys’ bedrooms at the Durban Children’s Home were refurbished by the enthusiastic Spur staff volunteers. The walls were painted, brand new lockers were installed and new dark blue curtains transformed the rooms into a dream come true for all. Each boy received a pair of slippers, a deodorant, bath products and a Spur mug. The 75 kids aged between 0 and 18 were also treated to a fabulous Spur lunch and received rugby balls to keep them entertained for hours to come.  

Gauteng

ASHA Trust, Alexandra, Johannesburg  

Spur Foundation in Gauteng requested sponsorship from their franchisees in the province to fulfil the individual needs of ten day care centres in Alexandra, namely Happy Hours Day Care, Mante Day Care, Owethu Day Care, Pure Day Care, Sunshine Day Care, Phila Day Care, Enjabulweni Day Care, Arethabeng Day Care, Siyakhula Day Care and Dreamers Day Care.  The franchisees pulled together to raise a substantial amount of money to assist these day care centres. Toilet paper, soccer balls, toys, blankets, desks, pigeon holes, shelving and non-perishable foods were donated to the day care centres. The donation of flooring and mattresses made a huge difference to the children, most of whom slept on the floor. The volunteers laid the floor, astro-turfed certain areas and painted some of the buildings. Certain day care centres also received a modular play frame to ensure the children would have a place to play. Each child also received a goodie bag containing a Spur Secret Tribe Magazine, puzzles, sweet treats and other activities. The children were also treated to a delicious take-away lunch from either Spur, Panarottis, John Dory’s or Captain DoRegos.  

Free State

Botshelo Centre, Rocklands, Bloemfontein  

Staff from Captain DoRegos ensured a great day in Mzansi by handing out lucky packets, food and other necessities such as blankets and non-perishable food to the 40 children aged between 2 and 10.  

Eastern Cape

Inn Safe Hands, Port Elizabeth  

Spur Foundation, staff volunteers and generous franchisees arranged much needed burglar proofing and plumbing for this home. Children aged between 4 and 14 were also treated to a Spur lunch party and the volunteers spent some fun time with the children.   The Spur Foundation was founded on Mandela Day in 2012, with an initial R670 000 donation from the Spur Group. Spur’s value of generosity and focus on family will be carried through to the Foundation’s various initiatives throughout the year, aligned to its slogan Nourish, Nurture, Now!  

FOR MORE INFORMATION:  

NAME: Ronel van Dijk, Chairperson of the Spur Foundation and Chief Financial Officer of Spur Corporation Limited
TEL: 021-555 5100
E-MAIL: This email address is being protected from spambots. You need JavaScript enabled to view it.
WEBSITE: http://www.spurfoundation.co.za
TWITTER: @SpurRestaurant #SpurSalutesYou
FACEBOOK:  https://www.facebook.com/SpurSteakRanches    

Cape Town, 24 July 2014 – The daily promotional brand, CitySlicker South Africa used its reach and influence on Friday 18 July 2014 for a good cause.  Partnering with Childline Western Cape, a promotion was created on the CitySlicker website where 100% of the proceeds donated by the subscribers were awarded to Childline with a particular focus on an expansion project.  This initiative was run in accordance with Mandela Day which inspired the need for a charitable drive on the CitySlicker site and was met with much support from the subscribers. 

CitySlicker, the longest running daily promotion site in South Africa partnered with Childline Western Cape to further their efforts in fighting against child abuse and the injustices felt by the children of South Africa. An advert was placed on the site, on social media and on the daily CitySlicker newsletter to the subscribers of both CitySlicker and Childline in the Western Cape. This promotion reached over 100 000 subscribers with a campaign run across the Western Cape and the option of donating R20, R50, R67 or R100 to the organisation.

Childline is an organisation dedicated to the counselling and support of both abused children and adults in need of help in South Africa and on a global scale. Childline Western Cape plays an active role in the fight for the recognition and implementation of Children's rights and the laws governing these rights.  Known for offering telephonic counselling across South Africa, Childline also offers individual and group counselling, prevention and awareness workshops and training. Due to the need for more counselling centres and support, Childline Western Cape is set to expand their Wynberg premises to increase the amount of counselling centres and in effect increase the amount of support that they can offer. 100% of the donations for the Mandela Day promotion will go towards this project and this support will continue in the future with promotions on CitySlicker.

With the intention of continuing to provide donations to Childline, CitySlicker partnered with Acrobranch to run a promotion with an option to donate.  Running from the 24th of July till the 7th August, CitySlicker will feature an Acrobranch Constantia promotion with an option to donate an additional R10 per person to Childline. See the promotion on the CitySlicker site here:  http://www.cityslicker.co.za/team.php?id=13116&_sid=108&_cid=3758

CitySlicker is currently exploring new methods of supporting Childline through donations in the Western Cape

Contact with CitySlicker, South Africa:

Kayleigh Rossler
Tel: +27 21 481 1836
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Website: www.cityslicker.co.za

Tonya Khoury of Fourways in Johannesburg is a woman with more than 20 years’ experience in media monitoring and client liaison and is widely regarded as one of the foremost experts in the South African and African media monitoring industry.  

As the Managing Director of newly formed media monitoring company, ROi Africa (based in Lynnwood, Pretoria), she is driven by service. “I learnt very quickly in my career that sales equalled superb customer service and I loved making unhappy clients happy. During my employment at a competitor media monitoring concern just over a decade ago, my eyes opened to the opportunity of making money out of ‘cutting up newspapers’!  This passion was unleashed and got stronger every day.  

Career 

Tonya started her monitoring career Newsclip until her entrepreneurial flair took the upper hand and she started Jisani Digitrack, the first black empowered media monitoring company in Africa, in a partnership as Sales and Marketing Director and shareholder. Unfortunately the partnership soured, but Tonya’s passion for innovative media monitoring persisted.  Her experience across various other monitoring companies including DDI taught Tonya that entrepreneurship takes tenacity and an “I never give up” attitude, being a leader in the industry comes from fighting mediocrity and honing in on market need. 

Tonya, who initially wanted to be a lawyer, learnt early that she was never going to fit into a corporate law firm. “I’m an entrepreneur and that is something deeply ingrained in me. Passion and attitude is everything – these are attributes you either have or not – and I believe that it cannot be taught, like skills and knowledge. I have experienced that all these aspects are important, but the former two are crucial and have been essential for my career and life as an entrepreneur,” she explains.   

Being an Entrepreneur 

“It takes balls – big, big balls to be a business owner. It isn't glamorous and it isn't easy - it's much, much harder than clocking in and out and taking your pay cheque at the end of each month. But, if you want to make a difference and believe you can, and if you are dead set on a dream you have no choice but to do it ‘alone’.  If you're lucky you'll meet people along the way that are like minded and they will give you a ‘leg up’. In most instances where money is concerned, they won't. But there is no bigger rush in the world than a solid sense of achievement, knowing you were right and reaping the rewards, which is already happening in ROi’s case!” she adds. 

She believes that, if people have a passion for what they do, they will make a success out of it. “There is no reward greater than fulfilling your passion. Following your passion does, however, come with hard work and risks. I have fallen more times than I care to count, but I never gave up. Business is tough - really tough - but so is life sometimes and if you enjoy what you do, then that’s the bonus. Entrepreneurship is a drug like no other and must be used with caution.” 

Media Monitoring 

Tonya is also a strong believer that the South African media monitoring industry needs a shake-up, as well as a move away from Advertising Value Equivalent (AVE) as measurement tool. “We have to be faster, sexier, more effective and more interactive. Due to this I have decided to forge international partnerships, which allows for access to international ideas at the forefront of media monitoring,” she explains.  

“Media interaction has to be lightning fast.  You have to be quick and, more importantly, consistent. You have to fully understand the media monitoring industry and, with my more than 20 years’ experience, I know that ROi is heading for an amazing future,” Tonya says proudly. She is adamant that media monitoring is not a ‘nice to have’ but an essential tool for each business, especially in crisis situations. She believes it is impossible for an individual to keep track of a story running out of control, as there are simply too many outlets. This job calls for specialists, in the form of media monitors, as negative brand reputation messages require immediate attention across all spheres.  

Being a Woman

“Women are exceptionally hard working and inventive and topped with their multitasking ability, they make formidable impacts on the Media Industry. Being multitaskers, I also find that women are able to focus on more than one thing at once, which is ideal for our industry. “One of my biggest challenges is time, I’m not patient, my industry is not patient,” she remarks.

She does, however, add that her feminine intuition has helped her to identify the very best support team to build the ROi foundation and, most importantly to decide between right and wrong. “”I have always trusted my gut and I’ve learnt to act on its instruction,” Tonya adds.

Lessons

“Another thing that life taught me is that the only person who can pull the carpet from underneath you is yourself. In my younger years I have struggled a little with self-doubt - I used to be extremely good at telling myself all the reasons I would not be able to achieve something – but with age and experience I have learnt to believe the opposite: listening to all the reasons why I will be able to achieve success, like with ROi”.

Tonya also says that she has also learnt that I am unemployable and can’t work for somebody else. “I have to work for myself because I absolutely need operational and sales freedom in my business plan,” she adds.

Tonya says that a good business model is based on:        

• Identifying a market need – a  hungry market is key to making a business successful        
• Fill the gap with solid operational processes and a robust product to ensure that sales are deliverable and have longevity        
• Take action, quickly.        
• Always raise the bar, keep finding relevance        
• Solid legal and financial paperwork and a robust business model makes for a happy set of shareholders.        
• NEVER give up 

“I can add to this that relationships are EVERYTHING and I could not have done anything in my career without solid, long standing relationships with people, clients and suppliers. These relationships helped me through the difficult times,” she says proudly. 

“I am not only an entrepreneur – I am also a South African! I have a love like no other for three things, my mother, my continent, my industry - Africa is my home, I'm privileged to call myself a South African, I'm hugely proud of what my country has achieved. I've been fortunate to travel to parts of the rest of Africa and I want more, I want to take a solution that is much needed into the rest of the continent and possibly other parts of the globe, - that's the dream!” she exclaims.

No, not another 2014 FIFA World Cup surprise, but a valid question. As one of the major sponsors of this global event, was the return on investment received what Adidas was expecting as one of the official sponsors, after having spent huge amounts of money?

Speculation is rife that FIFA's World Cup partners pay a hefty price for the privilege to be so closely affiliated with the event – apparently $1.5 billion revenues are taken to be associated as some form of World Cup Sponsor.

Gauteng-based media monitoring company, ROi, who has been reporting to the South African media on World Cup statistics during the event, generated an insightful study that contains the editorial mention of these brands in relation to this event. 

“It is surprising how little editorial coverage there is from each of the sponsors given the massive fee there is to be associated with this world event,” says ROi Managing Director, Tonya Khoury. “I do recognise that media publicity is not the only benefit a company like Adidas will get from such a sponsorship, but I was surprised that it was so low.”

The study, which does not include logo exposure or advertising in relation to the brands, focused on media mention of the various brands on millions of global social networks and 60,000 global online newspapers.

“As could be expected Adidas was the most exposed brand in the editorial space. With almost one third of the coverage against other sponsors, Adidas’ #allin campaign was a massive success,” says Khoury.

Another factor for the sponsor’s success is “largely attributed to the fact that Adidas was the main sponsor of the two teams playing in the final. They are also the sponsor of arguably the best football player in the tournament, Lionel Messi. To add to this 46 goals have been scored by players wearing the adizero F50, including three of the World Cup’s top scorers: James Rodriguez of Colombia, Thomas Muller of Germany and then of course Messi.

“The official soccer ball has also been a success. Brazuca, under the @brazuca Twitter handle, it gained more than 2.75 million followers during the tournament (more than 3.25 million overall), making it the fastest growing profile of the World Cup,” she adds.

When isolating the data set into “Partners” only, Adidas and Sony accounted for over 50% of the editorial coverage. Adidas was the most talked about brand during the tournament across all social channels, like Twitter, YouTube, Facebook, Instagram and Tumblr and attracted more than 5 million new followers across these social platforms - more than any other sports brand.

“A company like Adidas was planning to generate €2 billion (about 28 billion Rand) in football related revenue this year and one wonders whether they have received adequate return on investment to achieve this. They have definitely achieved more than the other sponsors and they have gained valuable publicity, but I am seriously questioning whether they have received enough,” Khoury concludes.  

FOR MORE INFORMATION: 

Tonya Khoury                                       
Tel: 073 874 5377
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Twitter: @tonyaroi / @roiafricaFacebook:                                           
Facebook.com/roiafrica

Ornico Publishes 2nd Africa Annual Growth is the dominant theme in this 2014 edition of the yearly magazine brought out by the brand, media and reputation research company.

Sandton, South Africa – Wednesday, July 9, 2014: “Growth – that’s what it is all about. Whatever way we look at it, Africa’s time in the sun has arrived,” said Oresti Patricios, CEO of brand, media and reputation research firm, Ornico, by way of announcing the company’s second annual on Africa.  

Called “The Africa Annual” the Ornico publication looks at economies in Africa that are growing at rates pegged at about 5.5% for this year according to the International Monetary Fund (IMF). “Africa has growth rates that are making western economies green with envy,” Patricios said, adding that this new annual explores growth economies on the continent.  

Patricios said that the big challenge for those economies that fared well in Africa would be to implement beneficiation, and to create sustainable economies focused on long-term development.  “While Africa’s growth rates are exciting, what is important to realise is that part of this growth is being driven by ‘raw’ exports of resources, (mainly to China.) The big step of change for this continent, and one that will help create sustainable growth, is to make the move from being a massive source of raw material to becoming a manufacturer, or adding value to the production process through beneficiation,” he said.  

“The focus in Africa shouldn’t be wealth creation or growth for the sake of growth. Rather what is needed is growth that drives education, job creation and the stimulation of industries that seed development,” Patricios said, adding: “In the resources sector, beneficiation would contribute significantly to adding value to this part of the economy. It would bring employment creation, skills development, and would help uplift regions where metals (and the like) are mined. What is needed here is a long-term view. Businesses and government in Africa need to forgo short term profits for long term gains.”  

Ornico’s The Africa Annual 2014 explores Nigeria’s much-delayed rebasing of its GDP in April 2014 and what this means to South Africa, and looks at the truism that ‘Africa is not a country’. “It has become a cliché that brands wanting expanding into the rest of the continent need to beware of trying to transplant their existing, successful strategies to markets here – or even transplanting strategies from one market in Africa to another,” Patricios explains. “Some SA and global brands have learned the hard way that marketing in each new African territory demands a local approach,” he said.   Other themes in Ornico’s The Africa Annual 2014 include the massive push north by South African retail brands; what’s been behind Nollywood’s contribution to Nigeria’s economic growth; the ‘peculiar’ radio habits of Kenyans; and much, much more.  

“Growth is happening in Africa, and what we’ve tried to do is to offer a snapshot of where and how this growth is happening, and insights that brands and marketers need to know about growing in Africa,” Patricios said.  

Ornico’s The Africa Annual 2014 is published in collaboration with MarkLives.com and a free copy of the magazine is available through South Africa’s authoritative, independent marketing site. Alternately the marketing magazine is available free to download at www.ornico.co.za 

Download Ornico’s The Africa Annual 2014

ABOUT ORNICO

Ornico makes sense of the tsunami of brand, advertising and media information flooding the marketplace. By collecting and analysing adverts and brand publicity, Ornico helps put marketing decision makers in the know about the most important strategic decisions they’ll ever make regarding their brands.  

Ornico has the largest and most comprehensive library of TV, radio, outdoor, print and Internet reference material, and offers a tracking service for emerging advertisements or Newcomers™. The company tracks competitive and category advertising spend, and verifies media schedules to ensure the investment that brands make in advertising is fully realised. Editorial services include publicity monitoring, SMS alerts and the analysis or comparison of own and competitive brand images.  

Established in 1984, Ornico has offices in Johannesburg, Durban, and Cape Town as well as Nigeria and Kenya. The largest supplier of advertising visual references in South Africa, Ornico employs a team of over 100 people and has clients that include many of Africa’s top companies.   Ornico – Know how. To grow.  

CONTACTS

Oresti Patricios – CEO   Mobile: 083 326 2250  
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.  
Francois van Dyk - Operations Manager  
Call: 011 884 5041  
Email: This email address is being protected from spambots. You need JavaScript enabled to view it. 

Ornico Head Office:
Tel: +27 11 884-5041 Fax: +27 11 783-6931  
Twitter: @OrnicoMedia |  Web: www.ornico.co.za