Rajah Clash of the Chicken Curries

    Creative Experiences
    Integrated Media

Challenge

Rajah needed to resonate with their audience and had identified social as the opportunity to drive engagement in turn driving sales through a competition element.

Insight

South Africans love chicken curry, and every family thinks that theirs makes the best chicken curry. But only South Africa’s best curry powder dared ask the ultimate question. WHO MAKES SOUTH AFRICA’S BEST CHICKEN CURRY?

A flavour-packed showdown

To boost sales and reignite brand affinity, Rajah challenged South Africans to a nationwide cook-off, putting their best chicken curry recipes to the test. The goal was to establish Rajah as the go-to spice for authentic, home-cooked curries while fostering engagement, community participation, and high-quality content creation.

A flavour-packed showdown - Cook
Woman cook

Social competition

The campaign set out to ignite passion for home-cooked curries by inviting South Africans to celebrate their diverse culinary traditions. With a focus on digital engagement, the campaign aimed to identify which visual styles resonated most with audiences, driving interaction and strengthening brand presence.

Social competition

Mall activations raised the temperature on the debate across the land.

A flavour-packed showdown

The competition reached boiling point as 3 finalists were selected to compete in the Clash of the Chicken Curries Final. Local influencers were brought in to judge and amplify the event and live coverage drove excitement as SA stayed tuned for real-time updates.
 
SA’s Chicken Curry Champion was crowned to settle the great curry debate.

Stove
Raja Comp
  • 300%

    Increase in social engagement

  • 119%

    Growth in impressions

  • 185%

    Growth in reach