Wilmar Africa Limited picked up three prestigious awards at the just-ended Chartered Institute of Marketing (CIMG)’s 33rd National Marketing Performance Awards Night, held at the Labadi Beach Hotel over the weekend.
The company produces Frytol vegetable and Sunflower oil; Fortune rice and margarine; Jamaa laundry soap and detergent and Alife toilet soap.
This year’s theme, “Creative Marketing and Innovation in a volatile global economy” recognises the contribution of Wilmar Africa to the Ghanaian economy and the innovations Frytol and Alife Brands are championing to ensure the continuous enhancement of the lives of numerous Ghanaian consumers.
It was therefore a momentous occasion for Wilmar Africa to receive these three coveted awards namely: The Agro-Based Company of the Year, Emerging Brand of the Year for Alife Toilet Soap and Product of the Year- Manufacturing for Frytol.
Despite the economic volatilities, Wilmar’s business strategy of building an integrated business that produces essential products for every home has proven its effectiveness in achieving long-term sustainable growth.
Wilmar Africa Limited remains committed to a sustainable and responsible approach to how its agro-based products are sourced, manufactured, distributed and consumed.
The Benso Oil plantation in the Western region remains an integral part of the Wilmar group, providing a significant stock of crude palm oil as raw material for its oil refinery operations.
Frytol’s emergence as the Product of the Year reflects the brand’s achievement over the years with a particular impact on the lives of its consumers both emotionally and functionally.
Frytol has evolved over the years from a commodity brand into a brand with purpose and serving its consumers with consistent quality refined deodorized oil now fortified with Vitamin A.
On this purpose journey, Frytol first introduced the ‘You deserve to be well’ campaign which sort to promote good health through exercising and healthy diets.
The campaign was broadened last year to include other crucial platforms of wellness critical for the wellbeing of Ghanaian women under the umbrella campaign: ‘You deserve a life of Goodness’.
The brand this campaign has taught many women to consider their emotional, physical and financial wellness as they strive to balance the complexities of motherhood, being a wife, a career woman or a single lady in pursuit of achieving success.
The Frytol Healthy Heart Campaign also promotes a healthy lifestyle through women’s engagement in aerobics, marathons and other fitness activities that help consumers keep fit all year round.
The brand also partnered with several recognised women’s groups and institutions to deliver this mandate.
Notable among these is the partnership with the Cardio-centre, Korle Bu Teaching Hospital to support the heart surgeries of children, and support of the National Women Summit to empower women; Muslim communities and Christian women groups.
As a food brand Frytol continues to support nationwide festive occasions such as Eid, Easter kitchen, Homowo, Aboakyir, Oguaa Fetu, Yam festival and many others.
The emerging brand of the year – Alife, consolidated the wins for Wilmar Africa. The brand’s proposition ‘Feel fresh! Feel Alife!’ is a call to consumers to start afresh each day with Alife soap.
Alife is a personal care brand that indulges its consumers in luxurious fragrances and moisturizing oil blends that nourishes the skin and gives the ultimate bathing experience.
With variants of Delicate Rose, Fresh Lemon, coconut and Aloe Vera, the consumer is assured of a rejuvenating bath to help step out in confidence and be a goal-getter.
Feel Alife campaign was rolled out on TV, Radio billboards pan Ghana and partnerships on educational platforms to support the youth and adolescents in good personal hygiene advocacy, arts, entrepreneurship, culture and religion.
These campaigns have impacted several lives and supported over 10,000 girls in deprived communities such as the Doodowa, Winneba, and North Tongu districts in the Volta region
Wilmar Africa is a marketing-oriented Agribusiness and will continue to promote its brands with the purpose to ensure social good and provide superior quality products that satisfy and enrich the lives of its consumers.
Wilmar is grateful to all its employees, cherished consumers & customers for their support throughout the years. We say “Ayekoo” – for this is a win for all.
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