How Jupiter made Meaty the new Merry

Outflanking the competition creatively and strategically in a classic pincer movement, Jupiter (Harare)’s Meaty Christmas promotion for National Foods’ flagship brand Ma-Hat-Ma Rice secured the agency gold and silver Ngoma awards for respective categories of Brand Activation and Innovation.

With 1,975 metric tonnes of rice sold in eight weeks, including an 80% increase in social media engagement plus over $10,000 worth of free PR generated for the client National Foods, the success of this promotion has led to National Foods declaring Meaty Christmas a fixture on their annual promotional calendar.
This comes as no surprise.
With a carefully orchestrated scratch card mechanic based on a culturally relevant, innovative and 100% original African concept—in which whole cows and meat cuts replaced ubiquitous cars and hampers as prizes—over 1.19 million shoppers were engaged, with 299,021 winning instant prizes and 1.5 million listeners engaged on radio. In fact, so effective was Jupiter’s Meaty Christmas campaign, that brand ambassadors for competing rice brands were regularly seen packing up their own activation stands and calling it a day.

For Jupiter Harare, the resulting Ngoma awards added the final finishing touch to a genuine feel-good festive campaign, which boosted the client’s bottom line and captured the imagination of an entire nation.