Rhodes Quality partners with culinary darling Zola Nene for winter campaign

South Africans can access recipes developed by Nene specifically for winter, as well as ‘how to’ tutorial videos to make their food Insta-worthy. “Right now, there are 280-million #food posts on Instagram but it isn’t quite as simple as food stylists and bloggers make it look. We want to give our entrants the best possible opportunity to showcase their dish for Zola to select as a winner,” says Tamara Patel, marketing manager at Rhodes Quality.

Consumers have been asked to share their Rhodes Quality recipe and photo using the hashtag #ForTheLoveOfWinter. Entrants stand the chance to win weekly cash prizes and potentially go into the draw for the grand prize and the opportunity to have Nene cook their recipe if chosen.

The campaign specifically focuses on the brand's range of tinned beans, corn and tomato products – versatile ingredients used in many winter dishes.

Highlighting emotional connections with food

“The online campaign is aimed at bringing food to life in an engaging way to drive brand awareness, relevance and choice. We are asking South Africans to find innovative ways to use our Rhodes Quality products, using their very own Rhodes Quality recipes to bring winter food occasions to life,” explains Patel.

Patel says Nene's bubbly personality, warmth and culinary passion made her the perfect fit for this campaign. “When choosing an influencer to partner with, Zola was an obvious choice to garner the support we needed to drive engagement and gain wider reach,” Patel says.

“Zola’s approach to cooking fits the brand perfectly, and being able to leverage her knowledge of styling and simple tips for consumers, gives us the opportunity to give our audience advice and simple recipes that can be enjoyed by the whole family.”

According to Patel, the ‘For the Love of Winter’ campaign is an extension of the overall Rhodes Quality brand strategy, which she says talks to the emotional connection that people have with food. “Food brings us together, allows us to connect with family, friends, community and even country.”

“Winter is all about warm delicious food, snuggling up in a blanket and sharing cosy moments with those closest to you.”

“The overall aim is to create a campaign that engages and connects with our consumers, using food and mealtimes as a way for the brand to express our consumers’ love of food.”

The campaign will run across, Facebook, Instagram, YouTube and online.