Don't Panic Buy
The first campaign to ask shoppers not to fill their trolleys.
2020. As rumours of lock-down spread like wildfire, so did the panic that there wouldn't be enough groceries or household supplies. Pick n Pay needed to reassure South Africans that there was no need to panic buy. Their supply chains were secure and there was no need to buy a year's worth of toilet paper in a week. We needed to caution people. But, we couldn't do it in a way that appeared judgemental. We did it by reassuring the public in human and relatable ways that Pick n Pay was well-stocked and would continue to be so. For the first time ever, a national retailer asked South Africans to not fill their trolleys.