GIZ Ghana
PROJECT: Affordable Nutritious Foods for Women - Obaasima Seal
INDUSTRY/SECTOR: Nutrition / Public Health / Women Empowerment
DURATION: 2014 - 2015
To design and execute a nationwide 360-degree marketing campaign promoting the Obaasima Seal—an endorsement for affordable, nutritious food products tailored for women. The goal was to raise awareness of healthier food choices while ensuring accessibility and affordability for women, particularly in underserved communities.
Strategic Approach
We adopted a consumer-centric approach that combined research-driven insights with creative storytelling and media engagement. The strategy was built around understanding the motivations behind women's food purchasing decisions and using that data to shape messaging, media planning, and product positioning. A mix of mass media, digital, and on-ground activation strategies was employed to drive awareness, encourage adoption, and ensure long-term behavioural change.
Key Deliverables
- Project Needs Assessment Report and In-depth Consumer Research and Insight Analysis
- Comprehensive Communication Strategy Development and Implementation Roadmap
- Integrated Marketing, Advertising, and Visibility Campaign and Execution
- Retention, Adoption, and Post-Campaign Sustainability Strategy
- Creative Concept Development, Video Production for TV, and Social Media.
Impact
Enhanced brand recognition and credibility of the Obaasima Seal to boost consumer awareness and preference for nutritious, affordable foods.
