Vuna Mamili na KFM

  • Client:

    Kitui Flour Mills

  • Scope:

    Content Creation/ OOH / Branding / Strategy / Production / Digital Marketing / Creative

Kitui Flour Mills is a flour milling company with over 30 years of experience in the industry. The company’s main goal has been to transform family meals and households, united and fortified by love, loyalty, sharing, and solidarity.

Challenge

We needed to show empathy, spread hope across the Nation as we embed brand love and loyalty to our audience beyond the unusual times.

Insight

A trying time dawned on Kenyans.

One year into the COVID-19 pandemic in Kenya, the impact was greatly felt across the country.

Thousands of families struggling with deepening poverty and unemployment.

A survey by VOA shows 60% of Kenyan families could no longer afford three meals per day.

The economic and social disruptions induced by the pandemic increased poverty by 4% i.e. 2 million more Kenyans living under a Dollar a day according to the World Bank. 69% of businesses reported a decrease in turnover, on average by 40% compared with pre-pandemic levels.

Solution

In the quest to show empathy, spread hope across the Nation as we embed brand love and loyalty to our audience beyond the unusual times, we launched;

The Vuna Mamili Na Kitui Flour Mills Promotion.

The 1st and largest National consumer promotion in the flour category.

The 3-month Integrated campaign kicked off on 1st April and ended on 30th June 2021. Where apart from always making Kenyans happy at their dining tables. We gave them an opportunity to be Millionaires. Win Tuk Tuks, Motorbikes, Electronics, Non-Stick Cooking sets, Instant cash prizes, and Airtime. All they had to do was buy a packet of Unga wa Dola or Jahazi flour; 500g, 1Kg or 2Kgs, SMS the code inside the packet to 20770 for a chance to win. We managed to reach Kenyans through Radio, TV, Social Media, PR, and OOH

Summary & Recognition

In the end, we managed to create 12 New millionaires.

Kept Kenyans afloat with over 8 million Cash prizes.

Contributed to the growth of transport businesses with additional 3 Tuk Tuks and 12 motorbikes.

Kenyans kept in touch with their loved ones with over 6 million worth of Instant airtime.

Brightened living rooms with 12 - 43’ Smart TVs.

12 Kitchen Makeovers with new Double Door Fridges.

12 Cake Mixers to inspire more bakers at home and in businesses.

Made cooking delightful in 12 households with Non-Stick cooking sets.

We managed to touch over 2.5 Million Kenyan lives.

The campaign was recognized in the Marketing Society of Kenya (MSK) Awards as:

Winner in the Best Marketing Realignment Through COVID.

2nd Runner Up Best Integrated Marketing Communication.

Full Project Overview

Related Work

View All