KBL Invests Ksh97 Million In A Nationwide Initiative To Reward Consumers And Drive Sustainability Agenda

Kenya Breweries Limited (KBL), through its low-end flagship beer brand, Senator Keg, has today announced a nationwide consumer campaign dubbed Jipe Form na Senator Ushinde that aims to reward its consumers as well as drive its sustainability agenda.

The Kshs 97 million campaign, dubbed, Jipe Form Na Senator Ushinde, seeks to enrich the lives of Senator consumers and communities, nationwide.

The three-month-long campaign, worth Kshs 97 million, will see five (5) grand lucky winners win Ksh2 million each, with each winner receiving Ksh1 million to invest in their personal growth and another Ksh1 million to be donated to a community of their choice.

Additionally,20 consumers will receive monthly home makeovers monthly, 12,000 winners will receive weekly shopping vouchers, and a whopping 1,980,000 winners will receive daily Cash and airtime vouchers. These rewards underscore the Senator’s commitment to the welfare of its customers.

While announcing the initiative, KBL Managing Director Mark Ocitti said that the company has invested over Kshs 200 million in the initiative, demonstrating its steadfast commitment to promoting social sustainability and economic empowerment in Kenya. He stated that as a sustainable business, KBL will continue to make deliberate and aggressive efforts to empower Kenyans to make informed decisions that will positively impact their social and economic well-being.

“Over the years, KBL has been intentional in contributing significantly to the development and prosperity of the Kenyan economy. Catalysing the creation of thriving communities is embedded in our vision and sustainability agenda. Now more than ever, we understand that our business must be a force for good. Through initiatives such as these, we are scaling up our commitment to promoting social sustainability and economic empowerment of our communities,” said Ocitti.

Mr Ocitti added that this is the third edition of the campaign, which has been hugely successful in the past. He disclosed that KBL aims to continue transforming illicit beer market zones into commercial markets while creating wealth for communities in the process. The campaign also seeks to educate consumers on the effects of illicit beers on social, economic, and health progression. Mr Ocitti underpinned that KBL will continue to collaborate with various business partners and key stakeholders to achieve its strategic intent.

“We are proud of the impact that our previous campaigns have had on communities, and we are committed to making a positive difference in people’s lives through this campaign and future ones,” concluded Mr Ocitti.

To participate in the campaign, customers need to purchase two 500ml mugs of either Senator Lager or Dark Extra and receive a scratch card. They can then SMS a unique valid code found under the scratch panel to 22110 to enter the competition. Each valid code gives one entry.

Also commenting on the campaign, Senior Brand Manager of Beer Abel Ratemo, said, “Senator KEG is a brand by the people, for the people, and what better way than to reward customers with incredible prizes while empowering them to give back to the community through community development projects.”

The Jipe Form Na Senator Ushinde campaign builds on Senator Keg’s previous successful National Consumer Promotions, which have had a positive impact on communities. Last year’s grand prize winners received Kshs 1 million to partner with community-based organizations and EABL to upgrade lives.

Last year’s 5 grand draw winners picked community development projects worth Kshs 1 million each. They partnered with Community-Based Organizations (CBOs) alongside EABL to upgrade lives within communities. The projects undertaken by the winners were as follows:

1. Furaha Community Organization in Nairobi – Water, Health, and Sanitation
2. Kambu Water and Sanitation Self Help Group Kibwezi – setting up of solar-powered water station
3. Bungasi CBO in Mumias West – Setting up three water kiosks
4. She Is More CBO in Kilifi – Setting up a chicken-rearing business
5. Green Community Self-Help Group in Njoro – Setting up organic fertilizer processing areas, greenhouse, decomposing shed and mechanizing the whole operation.

KBL remains committed to building lasting relationships with consumers and appreciates their support of the brand. Senator Keg continues to be the undisputed market leader in the beer segment, with a 34% value share in sales and volumes. Presently, Senator’s distribution and the retail network has witnessed growth that directly supports over 47,000 farmers, country-wide.