BRAND ACTIVATIONS

Shoprite Checkers’ 60-minute home-delivery brand flies ever higher

By our African Marketing Confederation News Team | 2024

Checkers Sixty60 activation unveils branded aircraft and ‘first delivery at 36,000 feet’ en route between Johannesburg and Cape Town.

Photo: Shoprite Checkers

Checkers Sixty60, the South African grocery home-delivery service well known for its fleet of motorcycles that take to the road to deliver items to consumers in 60 minutes or less, has now taken to the skies.

The online shopping service has become a key part of the product offering by Shoprite Checkers. Now it has taken its innovative marketing a step further and unveiled an entire aircraft wrapped in Sixty60 branding.

An Airbus A320 belonging to Lift airlines, which operates on domestic routes from OR Tambo International Airport in Johannesburg, became a popular social media topic when it was first spotted in its new livery at the airport on Thursday (24 October).

First delivery at 36,000 feet

Then, on Friday (25 October), Shoprite Checkers released two videos on social media. One showed the aircraft being branded and readying for its maiden flight in its new colours. The second showed passengers on that Cape Town flight being given free goodies as part of its “first delivery at 36,000 feet”.

According to a press statement, the aircraft it will continue to operate on regularly scheduled flights between Johannesburg, Durban and Cape Town this Southern Hemisphere summer.

It appears to be part of a larger marketing campaign by the brand, which says in a media teaser that will be “adding something xtra special to its offering to bring beloved family members together” over the coming festive season.

According to Shoprite Holdings’ annual financial results published in September, the on-demand grocery delivery platform grew sales by 58% in the 52 weeks to 30 June 2024. In 2024, the average Sixty60 delivery took 33 minutes, with 94% of all orders being delivered within an hour, the annual report said.

You can watch the two promotional videos on YouTube here and here.

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