Promotions company news

Subscribe to industry newsletters

Press offices

Enquire about a press office
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard
Promotions company news

Oomph! Africa spices up Sossi soya in Kenya

Oomph! Africa recently wrapped up a seven-week sampling and activation campaign across Western Kenya for African food giant Promasidor's pre-cooked textured soya protein brand, Sossi.
Oomph! Africa spices up Sossi soya in Kenya - Oomph! Africa
click to enlarge
The vegetarian protein product presented a strategic challenge to the Oomph! Africa team, as soya, despite numerous health, price, storage and preparation benefits, does not traditionally form part of the Kenyan diet.

Realising this from the outset, the African market experiential specialists forged a valuable partnership with popular and relevant vernacular radio stations, whose celebrity personalities provided an energetic and engaging platform both on air and on the ground during the roadshows which followed.

After a pre-awareness campaign roll-out comprising of branded vehicles, and a branded cooking area to ensure a successful turnout, Oomph! Africa's team of skilled and professional Sossi brand ambassadors took to the Kenyan roads, and together with the popular radio DJ's, built hype and brand-awareness through a series of live cooking demos, fun stage activities and prize-giving awards.

Oomph! Africa spices up Sossi soya in Kenya - Oomph! Africa
click to enlarge
Oomph! Africa spices up Sossi soya in Kenya - Oomph! Africa
click to enlarge
Oomph! Africa spices up Sossi soya in Kenya - Oomph! Africa
click to enlarge
An additional and particularly successful aspect of the campaign was the Sossi 'School Fees' Challenge. Focused entirely on campaign-generated sales, the initiative rewarded the most loyal Sossi consumer who had purchased the most Sossi products, providing the team with empty packets. The consumer with the most packets won the first prize of fully paid up school-fees for one of their children. This part of the campaign proved a real highlight, as the winner's joyous on-stage response provided the all-important emotional connection to the Sossi brand - a critical element in building long-standing brand loyalty.

The final numbers are impressive, with a combination of over 54 live cooking demos and stage shows over no less than 18 key west Kenyan venues, resulted in over 40,000 consumer interactions. Valuable 'Taste Test' feedback was also highly positive, while critical field data was efficiently gathered, managed and returned to an appreciative and happy client.

"The challenge of raising awareness for a vegetarian product in a traditionally non-vegetarian environment was embraced as an opportunity to 'stretch' ourselves creatively," said Oomph! Africa CEO, Rory Brien. "The results speak for themselves, with Sossi making inroads into fresh territory throughout western Kenya."

Oomph! Africa's combination of local knowledge, African know-how and logistical support delivered the complete 360-degree activation solution to a satisfied client.

For more information, go to http://www.oomph-africa.com
visit http://www.facebook.com/oomphafrica
or call the Johannesburg Head Office on +27 0 11 662 2844

    
 

Oomph! Africa's press office

Oomph! Africa
Oomph! Africa
Oomph! Africa are activation and experiential marketing specialists. We have access to South African and African markets and bring brands to life by creating award-winning experiences.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.

News