The Chartered Institute of Marketing, Ghana (CIMG), has awarded Ginny Rice the Above-the-Line Campaign of the Year 2025 for its "Fly Dubai" campaign. The award was presented at the 37th CIMG Annual National Marketing Performance Awards held at the Labadi Beach Hotel in Accra on October 17, 2026. This recognition highlights Ginny Rice's successful marketing efforts, which connected everyday food purchases with the opportunity to enjoy a memorable travel experience.
The "Fly Dubai" campaign was designed to promote Ginny Rice's 4.2kg rice pack. Consumers who purchased this pack could participate in a scratch-and-win promotion, with the chance to win a trip to Dubai. This campaign embodied Ginny's brand promise of "Spreading Smiles" by combining the appeal of family meals with the excitement of consumer rewards. The message gave shoppers an additional reason to engage with the brand while reinforcing its commitment to quality and affordability.
Amit Mahajan, Chief Marketing Officer of Africa Zone Trading Ltd, expressed gratitude for the recognition. He dedicated the award to the consumers who trust Ginny and the trade partners who make the products available across Ghana. Mahajan emphasized that their trust gives their work its purpose. He also highlighted that the company aims to continue earning consumer confidence through consistent quality, affordable prices, and reliable availability.
Vinod Makwana, Country Director of Africa Zone Trading Ltd, noted that this award reflects the trust Ghanaian consumers place in the Ginny brand. He stated that the company's ambition is to make Ginny a dependable part of family life through consistent quality and affordable food products. Makwana assured that they will continue investing in the brand, strengthening nationwide availability, and supporting trade partners.
The "Fly Dubai" campaign utilized digital advertising and mobile messaging to engage consumers. According to its digital performance report, the online advertising generated over 15.6 million impressions. The report also documented how testing different audiences and messages helped the team direct advertising expenditure towards the strongest-performing platforms.
Africa Zone Trading Ltd operates five branches across Ghana, serving more than 200 distributors and directly supplying 15,000 retail outlets. This extensive network supports the availability of its food brands, including Ginny, Loki, Tilemsi, and Plac. The Ginny portfolio comprises a range of products, such as rice, spaghetti, cooking oils, mayonnaise, margarine, non-dairy creamer, and canned fish, catering to the everyday needs of households.
Mahajan thanked CIMG, the campaign team, media and creative partners, distributors, and retailers for their contributions. He stated that the company will build on this recognition by listening to consumers and strengthening access to its products across Ghana. This award serves as a proud milestone for Ginny Rice, reinforcing its position as a leading brand in Ghana's food industry.
Key points
- Ginny Rice won the Above-the-Line Campaign of the Year 2025 award from CIMG for its "Fly Dubai" campaign.
- The campaign generated over 15.6 million impressions through digital advertising.
- The award reflects the trust Ghanaian consumers place in the Ginny brand, with plans to continue investing in the brand and strengthening nationwide availability.
