Campaign details
Brand: AmaizeBrand owner: Capwell IndustiesLead agency: Saracen PHDContributing agencies: Nusu-Nusu Productions, Right-Here LimitedCountry: KenyaIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Mobile & apps, Online video, Outdoor, out-of-home, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
Amaize successfully launched a premium maize flour at a time when the Kenyan government subsidised the price of flour, and the general public was sensitive to the price of maize meal, by reframing the conversation.
Market background and objectives
In an already saturated category, how do...