Rhodes Quality has partnered with SA’s culinary darling, Zola Nene, to give South Africans even more reasons to love winter. The #FORTHELOVEOFWINTER campaign will run from beginning of July to the end of August and will see one lucky R100 000 grand prize winner and weekly winners of R5 000 each.
Celebrity chef Zola Nene
‘The online campaign is aimed at bringing food to life in an engaging way to drive brand awareness, relevance and choice. We are asking South Africans to find innovative ways to use our Rhodes Quality products, using their very own Rhodes Quality recipes to bring winter food occasions to life,’ says Tamara Patel, marketing manager at Rhodes Quality.
‘Cold weather brings people together and it makes us yearn for warmth, love and connection, and time seems to move a little slower than usual,’ she says. ‘Cosy nights in, wintery comfort food, warm moments and indoor occasions are just some reasons to love winter, and by giving consumers the opportunity to win just by sharing these moments, we hope to give them one more reason.’
She continues: ‘We are excited about our partnership with celebrity chef and food stylist Zola Nene. Her bubbly personality, warmth and her culinary passion made her the perfect fit for this campaign.’
‘When choosing an influencer to partner with, Zola was an obvious choice to garner the support we needed to drive engagement and gain wider reach,’ Patel says. ‘Zola’s approach to cooking fits the brand perfectly, and being able to leverage her knowledge of styling and simple tips for consumers, gives us the opportunity to give our audience advice and simple recipes that can be enjoyed by the whole family.’
South Africans can access recipes developed by Zola specifically for winter, as well as ‘how to’ tutorial videos to make their food Insta-worthy. ‘Right now, there are 280-million #food posts on Instagram but it isn’t quite as simple as food stylists and bloggers make it look. We want to give our entrants the best possible opportunity to showcase their dish for Zola to select as a winner.’
According to Patel, the ‘For the Love of Winter’ campaign is an extension of the overall Rhodes Quality brand strategy, which she says talks to the real emotional connection that people have with food.
‘Food brings us together, allows us to connect with family, friends, community and even country,’ she adds. ‘Winter is all about warm delicious food, snuggling up in a blanket and sharing cosy moments with those closest to you.’
‘By leveraging the brand platform, ‘For the love of Food,’ we are able to translate this into different food occasions and bring these occasions to life in an engaging way that is meaningful to our audience,’ Patel explains. ‘’For the Love of Winter’ specifically focuses on our range of tinned beans, corn and tomato products, which fit perfectly with any winter recipe, are very versatile and are used in most hearty dishes.’
‘The overall aim is to create a campaign that engages and connects with our consumers, using food and mealtimes as a way for the brand to express our consumers’ love of food,’ she says. ‘Using Zola, we will share recipes that are hearty and wholesome with good quality ingredients that don’t break the budget.’
‘The mechanic is simple – we ask our consumers to share their Rhodes Quality recipe and photo using a hashtag – no upload, no other complicated requirements and entrants stand the chance to win weekly cash prizes and potentially go into the draw for the grand prize and the opportunity to have Zola cook their recipe if chosen.’
‘The campaign will run across, Facebook, Instagram, YouTube and online. We encourage South Africans to share a warm moment on their own, with family or with friends, and share their love of Winter with us,’ she concludes.
Rhodes Quality products are available at most retail stores and independent wholesalers.
For more information visit: www.rhodesquality.co.za or join the conversation #FORTHELOVEOFWINTER