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What kind of impact has the brand made on those communities?
It has made a huge impact. If you think about it, a subsistence farmer grows a product and sometimes sells it, sometimes doesn’t. Here they’ve got one of the world’s biggest multi- nationals telling them that ‘this year, this is the amount of produce I want from you’.
They know there is a certain quantity that they need to produce, they know they’ll be paid on time, and they know the more they can produce the more we would buy. Just having that certainty with a customer like AB InBev has transformed communities and families.
And in terms of the business impact, Eagle has taken nearly half the market in Uganda in just four to five years.
In terms of marketing Eagle, what’s the right way in which to communicate or amplify your differences?
In terms of media we generally go for regional radio, because it’s community based. We use outdoor in rural areas where our consumers are. Mobile is an interesting question because mobile penetration
in Africa is really rampant, but data is extremely expensive. In Uganda there’s a law now where if you want to access social media, you have to pay a certain tax. So, there are many barriers for urban Africans to access social media.
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