In 2017, the Wimpy community raised R1 410 780 in its support of Reach for a Dream’s annual Slipper Day.
Wimpy has been supporting Slipper Day for five years, and its campaign operates off a simple yet innovative premise. A R10 donation gives the consumer a free coffee on Slipper Day, along with the right to wear their slippers anywhere they want – including to the office.
This concept has generated much fun and community contribution for all involved and has been enthusiastically endorsed by consumers and local celebrities alike, all of whom relish the annual opportunity to showcase their bedroom footwear in public.
“Community is at the strategic heart of the brand’s approach to Corporate Social Investment (CSI),” says Jacques Cronje, Marketing Executive at Wimpy.
“Wimpy is an iconic family brand that has been a big part of South African life for decades. We are a large, deeply rooted community that stretches across hundreds of restaurants throughout the country. This translates into an ability to contribute significantly towards South Africa’s socio-economic development. Our CSI strategy seeks to capitalise on this ability.”
Wimpy is clear about its core campaign objectives, which focus on social contribution.
“We don’t measure our involvement in Slipper Day in terms of how we perform as a brand,” says Cronje. “That’s just not what the day is about for us. It’s about getting together with the thousands of Wimpy fans all over the country to make a contribution to society, and to remind ourselves of our common humanity.”
While Slipper Day provides a great deal of fun and excitement, ultimately it is Wimpy’s strong partnership with Reach for a Dream that drives the brand’s CSI intent.
Through Reach for a Dream, hundreds of South African children dealing with serious and life-threatening illnesses have been able to enjoy the simple things in life that many people take for granted, like birthday parties. The organisation also often gives children the chance to explore the extraordinary, by going sky diving, or by meeting their life long heroes. The organisation’s work resonates strongly with South Africans of all ages, races and cultures.
“It’s inspiring to engage with organisations like Reach for a Dream,” says Cronje. “This is equally true for celebrities, members of the public and the people who work for and with Wimpy. Reach for a Dream is meaningful to our franchisees and staff members, as well as to the public. Being part of a brand that supports such a worthy initiative is an important motivator, no matter your job description or life context.”
And it’s here, in an inspired community, that the brand’s long term strategic view takes full shape. Simply put, Wimpy clearly recognises that community strength equates to overall brand strength.
“Our goal at Wimpy is always to deliver a high quality, rich experience to everyone involved with the brand. Slipper Day delivers a great deal within this context,” concludes Cronje. “The private sector has a big role to play in South Africa, where our social needs are very urgent. At Wimpy we actively embrace this responsibility because it strengthens our business, and, equally importantly, because it strengthens South Africa, the place where we do business. It’s an initiative that just makes sense.”