Unga wa Dola launches nationwide consumer campaign

Leading flour miller Kitui Flour Mills, the manufacturer of Unga wa Dola & Jahazi Flour has launched a nationwide consumer appreciation awareness campaign.

The three-month campaign dubbed, ‘VUNA MAMILI NA KITUI FLOUR MILLS,’ will run from the beginning of April, 2021 to June, and incorporates the group’s most popular brands: Unga wa Dola, EGL Dola and Jahazi Flour Promotional Packet.

The purchase of any 2Kg, 1Kg, or 500g packet from the brand range qualifies a consumer for a chance to win Kshs 1 million weekly, instant prizes and airtime, smart TV and fridge among other electronics, Tuktuk & motorbikes.

According to Kitui Flour Mills Chief Financial Officer Anwar Bajaber, the campaign is unique.

“Aside from being one of the biggest consumer campaigns we have ever run, we chose to launch it across categories with three of our most popular power brands instead of just focusing on one brand. This way we ensure the competition is more accessible and consumers have multiple chances to enter for each of the power brands they purchase,” said Bajaber.

After purchasing a brand, customers are required to check for an eight character lucky alphanumeric code printed inside the flour packet. They then send an SMS with the eight-character alphanumeric code, which is valid for one entry only to a mobile short code 20770. Normal SMS rates shall apply.

Each alphanumeric code sent forms an entry into the draw and is eligible to win any prize in the promotion.

Twelve lucky customers stand a chance of winning the weekly grand prize of Kshs 1 million. There will be 12 customers winning Kshs 50,000 weekly winners, 24 Kshs 20,000 twice weekly winners, 60 Kshs 10,000 five times weekly winners, 60 Ksh 5,000 five times weekly winners and 240 Kshs 1,000 twenty times weekly winners.

There are also 12 motorbikes, 12 43” smart televisions,12 double door refrigerators, 12 non-stick cooking set and 12 cake mixers up for grabs, with each item to be won on a weekly basis.

Also up for grabs is daily airtime top-ups worth millions of shillings.

“Draws to determine winners of cash prizes below Kshs 1 million and airtime will be conducted electronically, and winners notified instantly,” said Kitui Flour Mills’ chief operating officer.

Winners of the Kshs 1,000,000, Kshs 50,000, Kshs 20,000, 43” Hisense Television, 150cc Motorbike (Haojin brand), Ramtons Double door Refrigerator, Cookware Non-Stick Cooking set, Nunix Electric Cake Mixer and 225cc TVS King Tuk-tuk shall be notified by a call from our toll free telephone number 0111 033 777 and instructed on how to collect their prize.

He noted: “Flour is the most consumed food in Kenya and easily the most important element of our food security quest. Keeping it top of mind among consumers and stakeholders is key and with this new campaign, we are hoping to truly appreciate the Kenyan customer while driving awareness on nutrition. Additionally, this campaign is allowing us to collaborate much more with our strategic retail partners as we seek to expand our markets.”

According to Marketreserarch.com, the Kenyan maize and wheat flour market showed strong growth (CAGR of 7.3%) over the past five years reaching a market value of $1.15 billion by last year, as changing consumer preferences for wheat flour, improving retail accessibility, and increasing market sophistication drove up demand.

“The present opportunity is not only in fulfilling demand but also in new business models that respond to the needs of end-users and vendors alike which delivered through three main ways – the production of high-quality flour, ensuring consistencies in quality and distribution and the third in building trust among consumers,” Bajaber said as he launched the campaign.

Kitui Flour Mills, which is set to celebrate its 35th anniversary next year and has Super Brands status, currently produces 2,500 metric tons of flour per day in its facilities around the country.

“We are really proud of how we’ve led the way as thought leaders in terms of going after the big macro trends and bring meal propositions to life,” said Bajaber.