Synergy of Promasidor Kenya's Sossi and Safari Simbaz partnership
Sossi, in partnership with Safari Simbaz, a charitable organisation under the stewardship of cycling champion David Kinjah, is committed to making a difference in our communities. through cycling. Sossi and Safari Simbaz enjoy great synergy by supporting each other in their own events. The partnership has been ongoing since 2010 and is centred on nutrition, sporting and empowerment, where life skills are
imparted. “The power of the bike” is used as a stepping-stone to acquire skills to repair and maintain bikes and bike sports exposure, among other opportunities for youth residing in low income areas within Nairobi.
This September, the Safari Simbaz team participated in the Tatu City Road Race, which comprised of an 116km and 60km race for professionals and juniors respectively. Other categories were men, women, veterans, and seniors, with a total of 250 cyclists participating. Safari Simbaz fronted 19 riders for the race, who were clad in Sossi riding gear. The Sossi Simbaz did the brand proud by clinching 11 out of the 20 cash awards that where up for grabs. The Promasidor Sossi team sponsored a warm, nutritious meal comprising of Sossi pilau and sampled participants that included cyclists, marshals and spectators.
In a similar manner, a team of three Sossi Simbaz cyclists supported the Sossi marketing effort in our consumer activations across Nairobi. The team, cycling on rollerblades atop a block board set up near the customer base, were instrumental in pulling and engaging the crowds by advocating
the importance of protein in nutrition and sport. This has provided the Sossi marketing team with the opportunity to share brand benefits and induce trial of cooked product, as well as initiate sales among spectators in Kayole, Athi River, Kibera, Kawangware, Utawala, Embakasi and Kangemi
neighbourhoods.
The activity managed to treble crowd volumes, which allowed for the promotion of Sossi to a larger audience with an average of 25 to 80
adults per demo and a total of 8 demos conducted daily.