Three Crowns ‘Jara’ Campaign Promotes Care for Moms

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  • … As it begins Family Dance Off

Mary Nnah

Three Crowns, Nigeria’s leading low cholesterol and heart-friendly milk, last week, announced the start of ‘Jara’ campaign to deliver more value to consumers, especially moms who have done well by their families in the face of COVID-19 challenges.

Explaining the purpose of the campaign, the Marketing Manager, Three Crowns, Omolara Banjoko said the brand aims at ensuring mothers in particular and other consumers of Three Crowns milk get more value for their purchase – that is the ‘jara’ which means ‘extra.’

“’Jara’ is our ‘Thank you’ from Three Crowns to all purchasing mums for all they do for their families, especially in these uncertain times, which have impacted the spending power of many families to provide adequate nutrition” Banjoko said.

“If a consumer buys N3, 000 or N5, 000 worth of products within the refill pouch, big family pack refill pouch and evaporated milk in cans range, they would instantly receive gifts and extra milk at no extra cost”, Banjoko further explained, adding that Three Crowns brand ambassadors would be stationed at retail stores to reward shoppers that buy within the specified assortments.

“Through this campaign, we will be highlighting and elevating how Three Crowns cares for the heart and in particular, mums’ hearts, as Three Crowns milk continues to inspire and engender different things a healthy heart can do”, she disclosed while appraising the entire campaign.

In another bold, unique and very exciting move, Three Crowns, will take its care for mothers in Nigeria to a new and thrilling height through a family challenge which the brand has themed: Family Dance Off.

The challenge, which will hold all through the month of September, 2020, would be staged digitally, in keeping with the new normal occasioned by COVID-19.

Giving details of the challenge, Banjoko explained that dance choreography in traditional attire will be showcased on the brand’s social media handles as a guide. Consumers online will then be invited to recreate their own video showing their mums and family members performing their own dance steps in their preferred attire.

“Posted and properly tagged videos will be collated and judged to reveal top five entries which will be selected and posted on the brand’s page for followers to pick the top three winning families,” she noted.

According to her, entries will be judged based on synergy and creativity of the routines, with Jara reward for participation, freebies and offline shopping vouchers are guaranteed for winners.

Three Crowns through its recently unveiled, “Jara to the Heart of the Home” campaign, has been showcasing its unique care for all mothers across trade channels including the open retail market and neighbourhood stores in Lagos, Abuja, Ibadan, Ilorin, Aba, Benin and Enugu till October 2020.

To participate in the campaign, shoppers are required to buy products worth N3, 000 or N5, 000 within a selection of Three Crowns product range including the refill pouch, big family pack refill pouch and evaporated milk in cans; to win free sachets of milk and lots of gifts. This offer is valid while stocks and gifts last.

Brand Manager Three Crowns, Chioma Otisi-Igwe, said the Family Dance Off is among other things, “an expression of the brand’s desire to keep mums hearts healthy through an active lifestyle and a healthy nutrition,” adding that similar challenges like it have always been among the features of the brand’s annual Mom of the Year, MOTY campaign.

She also emphasised the fact that Nigeria’s very rich culture, particularly its various attire, is a very significant part of the Family Dance Off.

The ‘Jara’ campaign will run simultaneously across all trade channels including the open retail market and neighborhood stores in Lagos, Abuja, Ibadan, Ilorin, Aba, Benin and Enugu till October 2020.

As an extension of the campaign and to create excitement at these retail outlets, there would be consumer activation on certain days of the week where shoppers can also buy to participate in the “Plan a Healthy Breakfast or Smoothie Puzzle Challenge.” Shoppers who participate in this challenge are required to create a healthy breakfast or smoothie within a time frame to win exciting gifts.

Digital savvy Three Crowns fans are also not left out. The ‘Jara’ campaign includes product puzzles for Three Crowns evaporated and powdered milk, cooking sessions and an exciting family dance series.

Giving more details, Otisi-Igwe, said that each activity would be posted on the brand’s social media stories, adding, “we encourage people to participate with their friends and family members to win exciting prizes which include product freebies and shopping vouchers”.

During the campaign, there will be an Instagram live cooking session as an opportunity for moms and their families to prepare healthy breakfasts with chefs. Entries will be judged based on creativity and meal presentation, and rewarded with shopping vouchers and other exciting gifts.

In September, there will be a digital Family Dance Off during which a choreographed dance in traditional attire will be created and posted. Consumers will then be asked to recreate the video showing their moms and family members representing their tribe.

Posted and properly tagged videos will be collated and judged to reveal the top five entries; which will be selected and posted on the brand’s page for followers to pick the top three winning families. Entries will be judged according to the synergy and creativity in each dance routine created. Freebies and shopping vouchers are guaranteed.

Running till October 2020, the ‘Jara’ campaign by Three Crowns is another exciting reward programme, which promises to make this second half of the year memorable for all its consumers.