South Africa: Extending the Tastic Brand Through Mobile Kitchens

Tastic Weddings has sponsored parboiled rice, some popular recipes for wedding receptions and a bridal hamper, in exchange for some subtle branding and promotional activity. The success of this initiative was undertaken by BTL agency, Eyes and Ears Marketing Services.

As part of its three-year campaign to penetrate this market in terms of product development and other branded products, a Tastic mobile kitchen has been set up in Soweto to increase the experience and consumer reach.

While waiting for the bridal party to arrive at the reception, two company promoters educate guests about existing and new products, the history of rice and its nutritional benefits. They conduct product sampling and cookbook give-aways, while gaining consumer insight via questionnaires.

Pitched adjacent to the promotion and information kiosk, the mobile kitchen accommodates up to three chefs who prepare a variety of fresh rice salads for guests to sample. The three newly appointed chefs are Goaneltse Maswenyaneg, Amos Matlala and Simphiwe Zulu, who are currently third and fourth year students, studying hospitality at the Ekurhuleni East College – Springs Campus in Gauteng.

The sponsorship programme is currently implemented in three provinces; Gauteng, Limpopo and the North West and has been successful in reaching the brand’s core market through direct interaction with consumers. It has grown by word of mouth, with escalating levels in demand, which confirms the confidence that the brand has achieved among consumers.