This festive season, Checkers is taking a unique approach to spreading holiday cheer, unveiling a branded Lift aeroplane featuring the iconic “Sixty60” logo on its sides and the “Checkers” name on its belly. But the brand’s soaring campaign is about more than just visibility—it’s about bringing families together and creating unforgettable moments.
The special branding initiative, which made headlines at the end of October, is part of a larger heartwarming campaign designed to celebrate the spirit of the season. In an emotional new commercial released on 16 November, Checkers reveals the story of Dr. Nqobile Manzini, a dedicated cardiothoracic surgery registrar who has spent months apart from her young son, Siya, due to her demanding medical career.
Dr. Manzini works long, grueling shifts at Groote Schuur Hospital in Cape Town, and as a result, her five-year-old son lives with his grandmother in KwaZulu-Natal. In a surprise twist, Checkers used its newly branded Lift aeroplane as part of a thoughtful and touching plan to reunite mother and son, helping them reconnect just in time for Christmas.
Unbeknownst to Dr. Manzini, who thought she was being filmed for an insert about essential workers, the retailer had arranged for her mother, brother, and son to fly to Cape Town. The surprise reunion unfolded at the hospital, where young Siya was brought in to find his mom waiting. Without hesitation, he ran straight into her arms, leaving Dr. Manzini overwhelmed with emotion.
“I was stunned when I saw Siya and just ran to him,” says Dr. Manzini, her voice still filled with emotion. “I hope this inspires other families to come together during the festive season.”
The Checkers Sixty60 campaign, which includes this heartwarming reunion, is also tied to a nationwide competition, offering customers the chance to win over 2,000 airline tickets to help families unite during the holidays.
To enter, customers simply need to purchase three qualifying products and swipe their Xtra Savings card in-store, or make an automatic entry by shopping through the Checkers Sixty60 platform. The competition promises to make this festive season even more special by connecting loved ones across the country.
In addition to fostering family connections, Checkers’ festive initiative also demonstrates how the retailer is expanding its reach with innovative activations, making use of both digital and physical touchpoints. By aligning their marketing efforts with a deeply personal and emotional message, Checkers is ensuring that this holiday season remains unforgettable for many South Africans.
With its branded Lift aeroplane soaring high and helping deliver more than just groceries, Checkers Sixty60 is redefining what it means to give during the most wonderful time of the year.
SOURCE: © Shoprite Holdings
