For the 2SCALE program, providing Base of the Pyramid (BoP) consumers with access to affordable, nutritious food remains a key priority. To build awareness on the availability of affordable and nutritious food products, market activations are part of the strategic approaches 2SCALE incorporates to build awareness and ensure that quality and nutritious products reach BoP consumers. More often than not, these activations are done for single products. However, in Ghana, the BoP Marketing specialist recently decided to kill two birds with one stone by running a joint market activation for two complementary products: rice and chicken. An inclusive rice processing company, Tamanaa Company jointly advertised and promoted its products together with an inclusive poultry processing company, Rockland Farms.
The beginning of a lasting relationship between Tamanaa and Rockland Farms
In September 2022, a four-day marketing campaign was planned in which the two partners split the cost and space to display and sell their products. This market activation was held at the -Poku Trading Car Park- in Kumasi, Ghana. While Kumasi is in close proximity to the processing plant of Rockland Farms, Tamanaa-based in Tamale- saw this as a perfect chance to broaden the reach of the authorized dealer in Kumasi. Not only did this approach aim at co-sharing the costs incurred during individual marketing activations, it also provided a perfect opportunity for the two businesses to leverage/ tap into each other's customer base.
Consumers could purchase rice, chicken, or both during the joint activation. Over 5,000 fliers were printed and shared to members of the public by the two Business Champions.
For the Managing Director of Rockland Farms, Ms. Edith Wheatland, this joint market activation enabled her to achieve a goal she had set but had setbacks due to the costs of acquiring permits. She narrates:
I have always wanted to do a market activation at Poku Trading, but the cost of the permit didn’t make business sense to me. Getting the opportunity to achieve the same result at a lower cost is a good thing, and I look forward to more market activation collaborations with the Rockland brand.
While the two Business Champions have made strides to promote their products in the past, the joint activation resulted in tremendous sales made. Over 230 pieces of grilled chicken and 30 pieces of frozen chicken and gizzards were sold by Rockland Farms. For Tamanaa, 12,750 kilograms of parboiled rice ànd 1,575 kilograms of Brown rice were sold!