King Pie

In South Africa, December is not a month but a behaviour, defined by excess, sharing, and the relief of having made it through the year. King Pie set out to own this cultural moment by doubling it. Dezemba-Dezemba became the brand’s festive 2025 platform, rooted in a simple local truth: when December arrives, one is never enough. Anchored by the Mega Milli Deal — an oversized, shareable meal — the campaign turned every purchase into a chance to win a share of R1 million through instant rewards, weekly cash prizes, and a nationwide provincial grand draw, sustaining momentum across the entire season. The campaign launched with the Dezemba-Dezemba Podcast, a live retail activation hosted by Skhumba Hlophe at Maponya Mall, transforming a shopping centre into a cultural stage and a content engine that blended humour, conversation, and authentic South African stories. By using experiential retail as media, influencers as cultural translators, and social platforms as amplification, Dezemba-Dezemba embedded itself into how South Africans actually live in December — positioning King Pie not as a seasonal promotion, but as part of the festive ritual itself.