Awards for Africa's Largest Food Producer

When Fatti's & Moni's, Africa's largest pasta brand, faced increasing competition from low-cost brands, they launched the groundbreaking "Always Eat'alian" campaign, centered on the insight that their audience felt intimidated by pasta. This campaign introduced the concept of Afrotalian culture, redefining how the brand connected with its consumers.

Key Contributions:
Digital Campaign Development: I played a pivotal role in shaping the digital campaign strategy, creating a well-defined digital ecosystem that included orchestrating influencer collaborations, leveraging user-generated content (UGC), implementing a comprehensive CRM system, and optimizing both the website and analytics.

Integrated Approach: Strategically integrated various digital elements to ensure cohesive messaging and maximize campaign impact across all digital touchpoints.

Results:
Brand Equity Growth: The campaign led to tangible business outcomes, including significant improvements in brand equity, meaning, and difference scores.

Industry Recognition: The "Always Eat'alian" campaign was recognized with two MMA Global Smarties awards for Omnichannel Integration and Brand Experience, highlighting the effectiveness and innovation of the digital strategy.