South Africa has been experiencing daily power outages due to a national energy crisis. As a result many businesses have suffered except for St. Elmo's Pizza, because their pizza is created in a wood fire oven that does not require the use of electricity. To promote St. Elmo's use of wood fire ovens and the restaurants ability to operate during the power outages, St. Elmo's came up with a very clever guerrilla promotion using a magnetic menu. This particular magnetic menu is very special because in case of a power outage (or if you turn out the lights) the menu will glow in the dark.
The glow in the dark menu's increased brand awareness for St. Elmo's and assured consumers that even in case of an emergency, they would still be able to purchase pizza! St. Elmo's success is mainly due to the relevancy associated between the current problems in South Africa and the ability to see the menu in the dark. The promotion the of the glow in the dark menu left consumers fascinated and intrigued resulting in an increase in sales. Promotional Magnets are a great way to increase awareness and brand exposure for any company. Everytime your recipients go to open the fridge, and we know its a lot, they will be reminded of you!