The Nairobi edition of the Fresh Fum roadshow concluded on September 5, 2026, following a 10-day activation campaign that began on August 25, 2026. The campaign, which was conducted in partnership with Radio Jambo, covered various residential estates, commercial districts, and transit hubs across the capital. The primary goal of the roadshow was to engage consumers directly and boost product accessibility at the retail level. The campaign reached a wide audience, providing consumers with an opportunity to experience the product firsthand.
During the roadshow, the activation team visited various neighborhoods, including Pipeline, Imara, Kwa Njenga, Kware, Fedha, and Tassia on the first day. The team continued to cover more areas, including Doni, Greenspan, Soweto, Kayole, Junction, and Komarock on the second day. On the third day, the team focused on Dandora, Kariobangi, All Sops, Lucky Summer, and Baba Dogo. The extensive coverage allowed the team to interact with consumers directly and provide them with a brand experience.
Beth Mwando, marketing manager at Kenafric Industries Limited, highlighted the impact of direct consumer interaction. She stated that the Nairobi Roadshow brought "Cool That Laaasts" to life by taking Fresh Fum directly to consumers and letting them experience the difference for themselves. The 2+1 and 4+1 packs offer a softer chew, an extra pellet, and long-lasting flavor, giving consumers more reasons to choose Fresh Fum for their everyday moments.
In addition to consumer sampling, the roadshow aimed to build stronger connections with local traders. The teams visited major commercial streets, including Tom Mboya, River Road, Kirinyaga, Ngara, Juja Road, Pangani, and Eastleigh. The goal was to strengthen trade and retail visibility, making the product more accessible to consumers.
Kenneth Mbaya, Trade Marketing Manager, emphasized product accessibility across retail channels. He stated that the experience created on the road should translate into continued availability, trial, and repeat purchase at the retail level. The roadshow provided an opportunity to strengthen connections with the trade while making key Fresh Fum SKUs more visible and accessible to consumers.
The final days of the campaign extended to outer Nairobi neighborhoods and peri-urban locations. The team covered areas such as Umoja 3, Saika, Chokaa, Njiru, Ruai, Githunguri, and Utawala. The roadshow concluded on the 10th day in Syokimau, Mlolongo, Athi River, and Junction Kyumbi. The extensive coverage ensured that the campaign reached a wide audience.
Beyond physical activations, the campaign relied on digital storytelling to sustain brand momentum. Cyrus Nyakangi, Digital Execution Lead, explained how online platforms would carry the message forward. The campaign captured real consumer reactions and experiences, turning them into content that extended the campaign beyond the activation points.
Key points
- Fresh Fum concludes Nairobi roadshow after 10-day activation campaign
- The campaign covered various residential estates, commercial districts, and transit hubs across the capital
- The roadshow provided an opportunity to strengthen connections with local traders and make the product more accessible to consumers
