
BACKGROUND
Lancewood is one of the country’s leading providers of superior quality dairy products, as well as the home of South Africa’s No.1 Cream Cheese and Cottage Cheese. Eclipse Communications was tasked to create a campaign to land Lancewood’s new masterbrand positioning: Quality Time, to ultimately encourage consumers to take the Lancewood Quality Time™ Pledge, committing to at least one technology-free meal every week. We did so by harnessing the power of consumer insights, commissioning a quality time study to gain insights into South African families’ perceptions of quality time, and cooking and meal-time habits. Insights gained from the study led to a successful 360 degree campaign across traditional, digital and social media platforms.