King Pie Loyalty

Loyalty for Royalty:

Rebranding a loyalty programme to reward customers

A loyalty programme is as compelling as its name. South Africans love a good deal and value for money, particularly when they are rewarded for their purchases.

In 2018, King Pie created a loyalty programme to reward their loyal base of royal customers. In order to stay agile, ahead of the game, and concise, the brand wanted to rebrand the programme in 2021. Inherently, the programme itself had a host of complicated engagement experiences and many mechanics, often making it confusing and difficult for the customer to understand and utilise.

As a result, “Royal Rewards” was born, a loyalty programme with a simple, clean and clear message. As part of the relaunch of the look and feel, new rewards with real benefits were conceptualised.

My role in the project included the design of the logo, the strategic direction of the brand positioning and creative execution of all creative elements required for the rebrand of Royal Rewards. The relaunch encompassed a 360-degree execution across digital and traditional advertising avenues.

The positioning, “Loyalty for Royalty”, looked at a host of different opportunities to reward consumers for increasing their basket spend and increasing their monthly in-store purchases. The coin became the currency of the programme and was named the “Crown”. This way, consumers earn Crowns from their purchases and can redeem products from Crowns accumulated.

Relaunched in 2021, the Royal Rewards programme saw an increase in basket spend as well as repeat visits, indicating that the more you treat your customers like royalty, the more loyalty they will show you.