Case Study - Go Back

Boomtown helps First Choice Custard show 200% ROI

Boomtown showed direct growth to the First Choice brand with 70% volume growth, a 3% gain in market share, and a return on investment (ROI) of 200%! Creativity and brand alignment allowed this brand to not only experience growth in sales, but become a solid challenge for competitors.


Despite being voted as the best tasting custard in a recent blind consumer taste test, First Choice custard, produced by Woodlands Dairy, had less than 5% share of the South African custard market with the lion’s share being held by a major international dairy competitor. Strong distribution channels already existed, due in large part to the massive supply of First Choice milk across the country. The product was good, and the First Choice motherbrand was solid, but First Choice custard itself left allot to be desired.

The Challenge:

Improve the awareness, perceptions, demand, and ultimately shelf space of First Choice custard which was very low.


Boomtown revamped the packaging design to align with the rest of the First Choice product range. The cleaner and more appetizing product design was engineered to stand out on shelf literally as the ‘smoothest, richest, and creamiest’ looking custard on the market. Coupled with the packaging change, a TV campaign was created to highlight just how good, if not irresistible, the product in fact is. The campaign line ‘if you’re going to get busted, get busted with First Choice custard’ was developed from the insight that many a custard lover can identify with – namely, that moment in the middle of the night when one makes sure that nobody else is around before reaching into the fridge, grabbing the open custard, and proceeding to squeeze a number of very large mouthfuls directly from the carton into ones mouth! The advert was shot using some innovative suspense drama cinematography and includes some great comedy and sound techniques. The sentiment of the advert implies that First Choice custard is so good, that it’s even worth the risk of being busted sneaking some.


With the help of Boomtown, First Choice custard realized record sales in the month immediately following the TV campaign and packaging change. Just one month after the above brand activities hit the market, First Choice sold significantly more custard than any previous month since the product’s inception some 10 years ago. An additional 100 000 litres of custard was sold in November 2010 – equating to a 70% volume growth, a 3% gain in market share, and an ROI of 200%. This remarkable performance has set the product on a massive growth curve and has laid a platform to seriously challenge even some of its most famous market competitors.