19 July 2016
Pillsbury, one of South Africa’s most trusted baking brands, and Labstore South Africa recently participated in a delightful initiative that sought to bring joy to the children of Impumelelo Day Care Centre in celebration of Mandela Day.
The Impumemelo Day Care Centre project started about ten years ago in Thula Mntwana, which is an informal settlement about 50 kilometres from Johannesburg. From its humble beginnings as a simple feeding scheme, it today provides basic education to around 170 children.
Volunteers from both Pillsbury and their agency partner, Labstore South Africa, baked hundreds of fresh cupcakes, which the children could decorate themselves with sprinkles and ready-to-spread tubs of frosting. The well-loved Pillsbury mascot, Doughboy, also joined the festivities.
Photographer Justin Lee, whose work has appeared in various local and international publications and ad campaigns for clients like ADIDAS, Guess, EFC Worldwide, Fashion TV and Jameson Whisky, donated his time to capture the event through his lens.
“What I loved about this collaboration, was that it ultimately was about us helping our client to bring genuine joy to a group of children in support of an important day,” says Carolyn White, Managing Director of Labstore South Africa. “As an agency, we are humbled to have been part of this initiative,” she adds.