Challenge
A company in the fresh food industry aimed to enter the Ugandan market during a time of heightened concern over food contamination. Uganda was experiencing a series of food safety issues, which led to consumer distrust and a wary market environment. This posed significant challenges for any new entrant, especially one in the meat sub-sector.
Furthermore, the Ugandan market is characterized by a competitive landscape with established local and international players. The company had to not only introduce its products but also build trust and differentiate itself from existing competitors. Overcoming these hurdles required a strategic approach to reassure consumers about the safety and quality of the products while simultaneously emphasising sustainability and ethical practices
Solution
To address this, we positioned the brand within the sustainability space, crafting key messaging around shared prosperity through sustainable food production. We highlighted the company’s rigorous quality processes at the hatchery level and emphasized the positive impact on Uganda poultry farming sector. We also focused on raising awareness about the launch in Uganda, specifically through the day-old chicks business;
Impact
A media site visit played a crucial role in ensuring accurate reporting across various platforms. Journalists gained firsthand insights into the company’s operations, reinforcing their commitment to sustainability, food safety, and animal welfare. The launch event garnered extensive media coverage, generating positive attention and reinforcing the company’s reputation in Uganda.