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Yumvita goes from strength to strength in Ghana
In a new push, we set aside the first working day of the month for “Commando Action” The action involved all Sales and Marketing staff coming together to sell PGL products in well-demarcated areas.
On the 1st of April 2015, which happened to be the first working day of the month, everyone got their faces painted in Yumvita logos and colours and donned their Yumvita T-shirts. Our destination for the day was Ashaiman, a heavily populated area in the Greater Accra Region of Tema. In a convoy of Yumvita branded vehicles (company owned and third party vehicles), with the playing of a Yumvita song, we made our way to the Ashaiman Township.
Many activities were undertaken. Floats were held in Accra, Koforidua, Ho, Takoradi, Sekondi, Tamale and in many other regional capitals. A Yumvita Television commercial was flighted on four Television stations that had very high viewing. Radio adverts were also aired.
ATL and BTL actions coupled with Social Media and Billboards shot Yumvita into the limelight. Given the diversity and uniqueness of Ghanaians, a different approach in each regional capital was taken. In the North the convoy of Yumvita branded vehicles and personnel that entered the main market was preceded by a cultural troupe. They charged the atmosphere and captured the attention of sellers and patrons alike. The display by the skaters as well was an attraction patrons could not resist.
Dedicated sales staff visiting clinics during child welfare sessions and support for schools during Special School days are all activities aimed at establishing the brand as a household name.
A lot of sales were made during these floats, with samples in dry form given to children and mothers to taste. These actions, coupled with other activities, are making Yumvita a household name. We are unrelenting in our efforts to make Yumvita the number 1 baby cereal.