Campaign details

Brand: Amaize
Brand owner: Capwell Industies
Lead agency: Saracen PHD
Contributing agencies: Nusu-Nusu Productions, Right-Here Limited
Country: Kenya
Industries: Sauces, seasonings, condiments
Media channels: Content marketing, Mobile & apps, Online video, Outdoor, out-of-home, Television, Word of mouth, influencers
Budget: 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 you launch a new premium maize brand? How do you interest somebody in a premium product in a price sensitive market? How do you make maize meal premium so that people will pay more?