“We realize that when parents pay less, kids get more of the good stuff. That’s why we work very hard to bring the best value to our customers,” says Ackermans MD Sean Cardinaal of the retailer’s new brand campaign, Ackermans Kids (A.KIDS)
“Kids are synonymous with Ackermans. As a business, we ‘get’ kids, and understand the joys, complexities and challenges they bring to parents. Part of our businesses’ purpose is to bring value to the lives of the communities we operate in,” he says.
Cardinaal was speaking at an Ackermans Charity Fun Day held in Stellenbosch recently, where five celebrity team leaders, each supported by a crew of energetic children, competed against each other in fun races held in aid of the Heaven’s Nest Child Care and Recreation Centre in Eersteriver and the Ark Christian School in Ottery.
The event was hosted by Idols South Africa’s Gift Gwe, radio personalities Irma G, Geri Olwagen and Tim Thabethe, and Mr SA 2012 first runner-up Zane Maqetuka.
Each of the charities received a donation of R12 500 on behalf of the five team celebrities from Ackermans’ head of CSI, Geraldene du Toit, who thanked both charities for being part of the day and adding to the fun. The initiative was part of Ackermans’ Ububele corporate social investment initiative, which translates as “kindness and generosity”. Through its volunteering programme, Ackermans has supported 39 charities over a two-year period and plans to reach out to a further 41 this year, specifically those that focus on kids and moms.
The retailer will continue to support other charities by donating stock through its stores. Last year Ackermans contributed R4,9 million worth of stock.
The A.KIDS campaign underpins Ackermans’ commercial focus on the retailer’s children’s category, which aims to make sure that parents pay less so that kids can get more of the good stuff. View the fun behind-the-scenes clip of the making of the new A.Kids brand ad: https://www.youtube.com/watch?v=EE68_MHExqA&list=UU_CbaeNBQFTPQUJg6KpQlJA