Embarking on a journey back to a time when rice wasn’t a staple in Zimbabwe, but rather a secondary dietary option, reveals a transformative era in the country’s marketing landscape. Between 2011 and 2015, Mahatma Rice led an ambitious campaign that reshaped consumption habits, transitioning Zimbabwe from rice importer to a significant consumer market, with imports soaring from $100 million to over $115 million. Spearheading this revolution was Mawazo Brandevelopment, a boutique agency co-founded by myself, in collaboration with the National Foods marketing team.

Our odyssey with Mahatma Rice commenced with a pivotal pitch that secured victory over established agencies, setting the stage for a groundbreaking partnership. Over the subsequent five years, our strategic concepts garnered numerous marketing accolades, illustrating the enduring impact of our collaborative efforts. The ‘Keep Making Memories’ campaign, spanning from 2011 to 2014, initiated a cultural intervention recognizing rice’s significance and the pivotal role of women in influencing consumption patterns.

To effectuate a cultural shift, Mawazo and the National Foods team employed multifaceted strategies, leveraging educational initiatives and culinary innovation. Cooking shows featuring esteemed chefs engaged diverse demographics, teaching new rice recipes and distributing recipe books during in-store activations. This cultural transformation transcended advertising, reflected in tangible improvements in Zimbabwe’s rice consumption statistics, underscoring Mahatma’s evolution from a mere product to a catalyst for change.