
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?
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.
Mall activations raised the temperature on the debate across the land.
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.
Increase in social engagement
Growth in impressions
Growth in reach