Farisi Premium

The challenge

The brief set five clear objectives for the campaign.

• Increase Farisi Premium brand awareness and visibility
• Generate direct consumer interaction and product trial
• Strengthen retailer relationships and product movement
• Create memorable brand experiences in high-traffic consumer environments
• Connect Farisi Premium with consumers through trusted and recognisable personalities

The insight

In the FMCG category, consumer confidence is built through visibility, accessibility and experience. Gojely identified an opportunity to move Farisi Premium beyond conventional communication and create direct, memorable product experiences. Our strategic insight was simple: “When consumers experience the product, awareness becomes preference.”

The strategy

Gojely developed a 30-day integrated field marketing and consumer engagement campaign targeting key consumer and retail touchpoints across Eastlands Nairobi.

• Consumer activation — taking Farisi Premium directly to consumers through roadshows and interactive activation points
• Product sampling — creating opportunities for consumers to taste and experience products prepared using Farisi Premium
• Live cooking — demonstrating the product through authentic, consumer-facing cooking experiences
• Retail engagement — engaging outlets to strengthen visibility, availability and product movement
• Entertainment — using music, comedy and personalities to attract audiences and increase participation
• Brand visibility — using branded vehicles, promoters and activation materials to maintain strong market presence

Our approach

Every element of the campaign was designed to convert reach into experience, and experience into purchase.

• Maximising reach — strategically selected consumer and retail locations were activated to reach high volumes of potential Farisi Premium consumers
• Driving product trial — sampling and live cooking created a direct opportunity for consumers to experience the product rather than simply hearing about it
• Entertainment-led engagement — music, comedy, personalities and interactive activities were integrated into the activations to increase footfall and participation
• Retail conversion — retail outlets were incorporated into the activation strategy to connect consumer demand with product availability
• Building brand memory — the combination of Farisi Premium's identity, product experience, entertainment and consumer interaction created memorable brand moments

Entertainment & personality integration

The campaign leveraged the entertainment value and audience influence of prominent personalities to attract consumers and create high-energy experiences around the Farisi Premium brand.

• Prince Indah — rhumba and Luo music performer; cultural connection and entertainment value
• Oga Obinna — media personality, comedian and entertainer; audience engagement and campaign energy
• Mtumishi — entertainment and audience engagement contribution
• Dappa Man — entertainment and consumer engagement contribution

Results

The Farisi Premium campaign delivered measurable commercial impact beyond awareness and engagement.

• Significant growth in monthly product sales
• Increased consumer awareness and product trial
• Stronger retail engagement and product visibility
• High-impact consumer interaction through sampling and live cooking
• Greater brand association through entertainment and personalities
• Sustained market momentum beyond the campaign period

The commercial story

Farisi Premium moved from approximately 10,000 bales per month before the campaign to approximately 35,000–40,000 bales per month currently. This is an increase of roughly 25,000–30,000 bales in monthly volume, equivalent to approximately 250%–300% growth versus the pre-campaign baseline. The figures above are presented as reported campaign/business performance figures and are not independently audited within this case study.

The Gojely difference

The Farisi Premium campaign illustrates Gojely Marketing Agency's ability to take an FMCG brand from strategy to execution — combining consumer activation, field marketing, entertainment, retail engagement and product experience around a clear commercial objective. Strategy + field marketing + consumer activation + entertainment + retail engagement + product experience. The campaign connected the consumer journey from awareness to engagement, experience, trial and purchase — helping create sustained market momentum for Farisi Premium.

Final brand statement

“Farisi Premium did not simply gain visibility. It built market momentum.” From approximately 10,000 bales a month before the campaign to 35,000–40,000 bales currently, the Farisi Premium story demonstrates the power of strategic consumer engagement, product experience and market activation. Gojely Marketing Agency — creating consumer connections that move brands. Campaign communication: “Unga ni Moja, Unga ni Farisi.” • “Unga Ya Mtaa.”