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Promasidor Kenya makes radio waves with Sossi
Promasidor Kenya recently concluded the first phase of Sossi Radio activations, which ran from Jan-April 2012. The radio campaign was run in seven different stations across Kenya, focusing on 7 different languages. The campaign involved presenter endorsements of Sossi with regular discussions on consumer benefits, usage and preparation of the product. Consumers were also invited to phone in and interact with the radio presenter, sharing their Sossi cooking experiences and recipes. Promasidor representatives were also on hand to conduct interviews.
The radio campaign also let consumers know when the Sossi “Cook up” sessions were going to be held in their local areas. The radio presenters invited their audiences to attend these events, which were broadcast live. This provided us with crowds of people attending the Sossi “Cook Ups” and helped us market and demonstrate Sossi to a larger audience. Listeners were invited to share recipes using local ingredients and every week the station audience voted their favourite recipe. Each station attracted a number of participants but only 5 qualified to participate by cooking the winning recipe to a live audience in a predetermined town.
On the day, the towns were painted Sossi as the team pitched up at strategic points. A road show caravan accompanied by branded staff, vehicles and motorbikes created hype around the town and pulled crowds to the cooking area.
Five participants from each station competed side by side in the open cooking set-up as the residents watched the process keenly. When the food was ready for serving the radio presenter invited the audience to choose judges while others were randomly selected. Judges tasted the dishes and gave their verdict, and were then rewarded with Sossi merchandise. Audiences were then treated to a taste of the various dishes. They also had the opportunity to ask questions and interact with the brand. The contestants were all treated to a surprise reward of one year’s supply of Sossi, Sossi branded merchandise and cash reward of kes 5000 each.