Tanzanians embrace 10-Signs of Good Nutrition through NIDO Promo

Oct 6, 2011

Nestle EAR Tanzania commenced activations that provide an educative and exciting platform for interacting with consumers particularly mothers. Having received approval from the authority (TFDA), NIDO® activation is happening in the regions of Mwanza, Dodoma and Arusha. Through appointed agency, Integrated Communication (IC), Sales and visibility drives let alone Brand communications on NIDO® 10 signs of good Nutrition are spearheaded.

Nestle Tanzania with support from Nestle EAR team engaged the IC team through Training on matters pertaining Brand Marketing (dos and don’ts), Quality Assurance and WHO Code among others before executing the activation. A recap of the training session has been practiced before embarking on new area to ensure flawless execution.

NIDO® Promotion has already been finished in Lake Victoria market (Mwanza) and wrapping up of the hype is happening in the Central markets (Dodoma) before engage with consumers of Northern regions in Arusha. So far there is a huge impact for both Sales and NIDO® Brand differentiation among the consumers.

During final events, the lucky dip winners for the whole month are awarded with planned assorted gifts that include Gas cookers, Bicycles, Water reservoir Tanks, Khanga, Mugs and T-shirts. There is an opportunity on enhancing the current Database for Retailers which will add to our future distribution targets.

The activation is also well supported with Radio hype (presenters’ mentioning and NIDO® jingle) which is aired parallel to the NIDO promo upcountry. The Radios engaged are Clouds FM, Times FM and Zenji FM. The chosen Radios has already created ongoing local topic discussions in the community due to the huge impact created by strong word of mouth on the popular programs that mothers are majority listeners so far.

As of 19th September, NIDO; Consumer reached are 11,308 (63%) and 7,702 Shops which is 56.5%.

By Marsha Macatta-Yambi, SRAM/CCPA Tanzania