[dot]GOOD was briefed to conceptualise a campaign to improve people’s lives through education and also to bring the functional benefits of Super Sun maize meal to life.


Improving brand awareness and nutrition

Super Sun maize is packed with energy, fibre, vitamins and minerals and has become Africa’s most important cereal crop.

Our aim was to create an association between Super Sun maize meal and good nutrition through education, to encourage trial and increase sales.

To highlight the benefits of maize we ran fun activities co-created with a dietician to teach the importance of a healthy diet. These included learning a song and using hand gestures to demonstrate the volume of each food group that should be consumed.

Worksheets taught learners about the importance of a nutritious and a balanced diet. Each sheet contained a competition entry form and a tear-off discount coupon as a sales driver.

We worked with school kitchen staff to serve 7 000 meals to the learners, and the schools’ feeding schemes received enough stock for three months.

In partnership with Food & Trees for Africa, we also planted food gardens at schools in Mpumalanga, and procured unique branding opportunities such as sign boards and murals. We also used plant markers in the veggie gardens to create associations between the brand and a healthy diet.

Media releases to relevant media included tips to stay healthy through a balanced diet and PR focused on the educational roadshow. Exposure was secured on 13 community radio stations, as well as in various online media sites.


  • Conceptualisation
  • Design
  • Partner negotiation
  • Execution/Logistics
  • Procurement
  • Media liaison
  • Marketing communication
  • Event management
  • Reporting


  • Educate communities about vitamins and minerals
  • Build an association between the brand and healthy nutrition.
  • Reach children and their mothers.
  • Encourage sampling and drive sales



  • 9 schools visited
  • Almost 8 000 learners engaged, and fed
  • 15 000 meals donated
  • 14 food gardens developed or supplemented

“Our partnership with Food & Trees for Africa was a natural fit. We both believe that knowledge is power, and we want to teach children about nutrition and why it is important,” – Sibongile Mooko, Marketing Executive at Premier FMCG.




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