Lafarge appoints SA agency
International cement brand, Lafarge, has appointed Boomtown to make its brand relevant to the local South African market. Established for over 180 years but only present in SA for 10 years, Lafarge considers itself a challenger brand, competing with established brands with local heritage.
“We are proud to have partnered with the global Lafarge group and its local marketing team to challenge the market and position the brand as a solution-based brand,” says Glen Meier, Boomtown strategic director. “We’re utilising our strategic strengths to grow Lafarge brand awareness with its audiences, and to develop a creative campaign that is inspirational, memorable and that disrupts the market.”
“Lafarge South Africa focuses on providing solutions to help the sustainable development of better cities that benefit communities,” says Madoda Manitshana, Lafarge marketing manager. “This message, along with insights Boomtown uncovered during its research, has ignited the brand and made us relevant to the South African market.”
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