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Promasidor Reveals ‘Onga Time Out with Kate’
- By Ayo Adesanya
- Published May 12th, 2009
- BrandWorld
- Unrated
LEADING businesses are constantly seeking for new ways to refresh the relationship between their brands, target consumers or stakeholders.
Most often the deployment of the traditional 4Ps comes all too handy. Some think the 4Ps are no longer contemporary, but one can hardly do much without them, especially in the ever competitive world of marketing and business. For those who may not know, the 4Ps are Product, Price, Places and Promotions/Packaging. Ask any marketer, he will tell you these Ps are key in any business. In these Ps are also found the capsules for competitive edge in business.
Recently, Promasidor found flavour in the use of one of the Ps – Promotions: to leverage one of their new but popular brands called Onga. Sounds much like hunger though, yes, the brand has been running a television commercial anchored by its suave and urban brand ambassador Kate Henshaw Nuttal – also a popular actress in Nigeria. The existing commercial – “Onga, Mama’s helping hand” – has been well received by target audience.
However, the Managing Director of Promasidor, Keith Richards revealed that the existing TVC has to be expanded as a result of research or consumer insight which demands so. Being a company that listens to its consumers therefore it decided to produce a fresh TVC which was unveiled to the press on April 28th, 2009. The new TVC run on a copy platform of “Onga Time Out with Kate”.
According to Keith Richards, the TVC is a further development of the old commercial aimed at meeting with the demand and need of the consumers. This development he says shows alignment of Kate as a professional in the film industry, her role as a mother and her relationship with consumers.
The new TVC/TV programme is quite innovative and is a 30 minutes talk show where Kate hosts guests in her house. The guests are drawn from Nollywood, the entertainment sector, the corporate world and professionals in the area of fashion, music and sports. Kate and the guests prepare local delicacy using Onga powdered food seasoning; while the audience is taking the recipe.
The visuals show Kate going to the market to procure the recipe which she will use to prepare the dish for the guests. In the process, she had the benefit of interacting with the market women who are not only Onga sales women but also Onga consumers. The outing creates deep bonding between her, the brand and the consumers.
Apart from the TVC/TV programme, Keith said that the campaign will also include Onga cooking competition to be held in 35 campuses across the country. He added that Kate will be present to connect with the students and Onga brand loyalists in at least 15 of the campuses.
Onga is a core brand in Promasidor portfolio and the foremost seasoning to be presented in a powdered form. It was introduced into the Nigeria market in July 2004 with four flavour options: stew, classic, chicken and crayfish. Onga is said to deliver on taste and aroma and is convenient and hygienic to use. Even with the new tagline – Onga is still Mama’s helping hand.
Most often the deployment of the traditional 4Ps comes all too handy. Some think the 4Ps are no longer contemporary, but one can hardly do much without them, especially in the ever competitive world of marketing and business. For those who may not know, the 4Ps are Product, Price, Places and Promotions/Packaging. Ask any marketer, he will tell you these Ps are key in any business. In these Ps are also found the capsules for competitive edge in business.
Recently, Promasidor found flavour in the use of one of the Ps – Promotions: to leverage one of their new but popular brands called Onga. Sounds much like hunger though, yes, the brand has been running a television commercial anchored by its suave and urban brand ambassador Kate Henshaw Nuttal – also a popular actress in Nigeria. The existing commercial – “Onga, Mama’s helping hand” – has been well received by target audience.
However, the Managing Director of Promasidor, Keith Richards revealed that the existing TVC has to be expanded as a result of research or consumer insight which demands so. Being a company that listens to its consumers therefore it decided to produce a fresh TVC which was unveiled to the press on April 28th, 2009. The new TVC run on a copy platform of “Onga Time Out with Kate”.
According to Keith Richards, the TVC is a further development of the old commercial aimed at meeting with the demand and need of the consumers. This development he says shows alignment of Kate as a professional in the film industry, her role as a mother and her relationship with consumers.
The new TVC/TV programme is quite innovative and is a 30 minutes talk show where Kate hosts guests in her house. The guests are drawn from Nollywood, the entertainment sector, the corporate world and professionals in the area of fashion, music and sports. Kate and the guests prepare local delicacy using Onga powdered food seasoning; while the audience is taking the recipe.
The visuals show Kate going to the market to procure the recipe which she will use to prepare the dish for the guests. In the process, she had the benefit of interacting with the market women who are not only Onga sales women but also Onga consumers. The outing creates deep bonding between her, the brand and the consumers.
Apart from the TVC/TV programme, Keith said that the campaign will also include Onga cooking competition to be held in 35 campuses across the country. He added that Kate will be present to connect with the students and Onga brand loyalists in at least 15 of the campuses.
Onga is a core brand in Promasidor portfolio and the foremost seasoning to be presented in a powdered form. It was introduced into the Nigeria market in July 2004 with four flavour options: stew, classic, chicken and crayfish. Onga is said to deliver on taste and aroma and is convenient and hygienic to use. Even with the new tagline – Onga is still Mama’s helping hand.
