Department of State Development
  • Robern Menz case study

Robern Menz products are iconic in South Australia.


From their well-loved FruChocs, to their Crown Mints, JeliChocs and Friendz range, every South Australian has their favourite product. As such, there was an obvious alignment between the I Choose SA program and the fourth generation owned family business.

Phil Sims, Chief Executive Officer and Co-Owner of Robern Menz has been a proud I Choose SA ambassador since early in the program, and the brand has leveraged the I Choose SA message at every opportunity.

Robern Menz have featured I Choose SA stickers on all of their in-store promotional stands, strongly promoted the messaging on social media, have adopted it into radio ads, and even included #ichoosesa on their Adelaide Oval LED signage during Port Adelaide Football Club home games.

As part of the I Choose SA program, consumers and businesses have been encouraged to choose Robern Menz through TV ads and news stories on Ch10, social media activity, program advertising, PR activity and activations such as at the Royal Adelaide Show, Ferment the Festival, and I Choose SA Day.

One of the most beneficial outcomes of the I Choose SA program for Robern Menz has been the I Choose SA at Coles activity which has now run three times over the past 12 months. During these promotions, Coles produced 500,000 catalogues dedicated to SA products. This activity is supported through Coles and I Choose SA media activity. The most recent promotional period aligned with I Choose SA Day activity in October 2017.

“We had the largest spike in the history of FruChoc sales during the most recent I Choose SA at Coles activity (October 2017),” says Phil.

“This was a result of being on promotion (50% off shelf price), having new display locations in stores and featuring in the Coles catalogue, radio ads and outdoor billboard campaign.”

“This is now the most successful campaign we have been part of in a number of years, with sales surpassing those on FruChocs Appreciation Day.”