ESAFD
BABY
FOOD:
BIG
SUCCESS
13
Last July, Ethiopian firm GUTS Agro, in partnership with the
2SCALE project, launched Supermoms, a highly nutritious
baby food made from a corn-soya blend aimed at helping
low-income families and nursing mothers feed their children
and prevent child malnutrition. After Supermoms' successful
rollout in southern Ethiopia, GUTS Agro and 2SCALE
devised a marketing plan – called the Likie model – with
the goal of promoting Supermoms in the country’s northern
regions, beginning in the town of Dessie in February.
Skilled women micro-franchisees, affectionately called “Likie
Ladies,” drive the work of the Likie model on the ground,
helping engage potential customers and distribute products. In
Dessie, the Likie Ladies initiated a five-day guerilla marketing
campaign that featured well-known musicians promoting
Supermoms in schools, marketplaces, and low-income
neighborhoods. Every morning for a week, accompanied by
the Likie Ladies, the musicians visited schools and provided
infotainment centered around the product.