What we did
Enter innovation (#crowd-farming), celebrity financial advisor, sales promotion and on-going wealth building.
Consumers are encouraged to purchase various Knorrox products (soups, condiments and stock cubes) where they find entry collateral. Through various promotions (radio adverts, programming, interviews, vehicle loud hailers, and so on) they are encouraged to attend a local activation.
The campaign provides financial literacy and planning education led by respected personality, Nicolette Mashile. The campaign addresses women empowerment and by extension as proven by many studies – empowered women pass on their wisdom to other members of their families and communities.
The best part was that a consumer could win a cow through a crowd farming programme. The said cow is cared for in a commercial well managed farming herd. The farming risk is minimised for the consumer and the benefits are maximised. Meaning real participation in sustainable and commercially viable farming. They will reap the benefits of their well managed investments (in livestock).