Ugali is one of Kenya’s national dishes, made from maize flour it is a staple diet for most. There are various maize flour brands in the market, but we were asked to launch a “premium” maize flour. This maize flour has been sifted multiple times, making it whiter & finer – delivering a softer and better tasting ugali.
The challenge was how we would demonstrate the intrinsics of the brand – showing the sifted whiter flour – and still communicating the premium aspect of the product. So, instead of focusing on a happy family enjoying a delicious tasting ugali (like every other ugali commercial), we created a story crafted out of flour communicating “PREMIUM” and demonstrating the finer aspects of the flour. The positive feedback has been overwhelming and resulted in unexpected stock-outs at major supermarkets.