Promasidor Zambia launches Onga Soup
On August 4, 2014, Promasidor Zambia launched ONGA SOUP. The newborn in the food-enhancing category was received with chanting and dancing from eager members of staff who had been waiting for a product that had generated enormous anticipation.
The launch is being supported by an extensive advertising and publicity campaign, which is part of an integrated communication plan that will stretch up to August next year when the product celebrates its first birthday. With a new TVC and radio advert flighting on major television and radio stations, colorful billboards in strategic locations in major towns and thousands of point-of-sale posters and hangers spread across the country the launch of ONGA SOUP has captured the attention of the trade and the target market faster than it was anticipated.
The most exciting response has been from the market activation campaign trail. These staged events are attracting women in the community who attend cooking demonstrations and taste different dishes cooked with ONGA SOUP. Most of them walk away with a sample of the product and as strong advocates of the brand. These events have also captured the attention of the media. At two of them, national television covered the events and aired a clip as part of the highlights of the events of the week.
With 10 tons sold in the first month of launch, and with the communication campaign gaining momentum, there is no doubt that a star has been born in the family of Promasidor Brands. We are confident that ONGA SOUP will continue to delight our valued consumers for many years to come.