Save it Launch, 4 August 2011

Arctic Circle Strategic Brand Institute recently assisted with the brand development of ‘Save it’ – a retail initiative that uses the existing network of spaza shops to bring basic but quality food essentials to previously neglected communities, at affordable prices.

The Save it brand selects existing spaza shops and empowers them by renovating and refitting the entire shop, as well as providing store signage, interior branding and a unique “weigh and pay” system that allows customers to buy in quantities they can afford – at bulk prices. Additionally the individual retains 100% ownership of his/her spaza shop. The vision of the Save it network is to build a national brand with outlets throughout South Africa.


On 4 August 2011, the first branded Save it store opened in Gugulethu to the plaudits of the local community, with branded shops in Langa and Nyanga to follow. Martinique Treadaway, Creative Director at Arctic Circle, says proudly of this initiative, “I was absolutely blown away by the opening of the first Save it store. This is a really important day for communities that have previously not been considered in the greater food retail business. As an agency we are so proud to be a part of this significant brand and are looking forward to helping it grow into the future.”

This was the first time the Save it brand was unveiled to the public, with its vibrant new logo, store signage and packaging. Arctic Circle’s approach was certainly well received by the milling crowds of guests.

During the opening ceremony, Mbulelo Bikwana, Chairperson of Save it, spoke of how businesses needed to have a community focus to remain sustainable and that profits come as a consequence of making a difference. His point was re-iterated by Managing Director, Craig Wilkinson, who emphasized the importance of opening a direct route to the bottom of the pyramid to empower township traders to prosper while allowing consumers to get more for their money.




Locals and business owners alike attended the opening ceremony. Pastor Robert Nohamba, who was also MC at the event, delivered a moving speech highlighting the historic significance of this initiative: “Some people read about history and other people actually shape history. Today, Save it is shaping history!” Store owner, Belford Ntlantsane, was overwhelmed by the opening of his new Save it store and shared his heartfelt gratitude with all those who attended. Among the delighted attendees were Grant Sole from Anchor Meats and Quentin Stanfliet from Rhodes Food Group, whose companies are proud suppliers of the Save it network. Throughout the activities, God’s Mission Christian Church singers treated the attendees to beautiful upbeat melodies from their impressive repertoire, inspiring enthusiastic tapping of feet, singing and clapping - a testament to a celebration of a momentous occasion.


In these times of high unemployment and economic decline it is imperative that these small businesses are properly resourced and supported. Save it promises to give the small township retailers the needed thrust to revitalise and grow their businesses, for now and years to come.