ABC Bros played a crucial role in the success of the Social Marketing campaign of Fortified Foods project in Tanzania. The project, funded by the UK Department for International Development and the Global Alliance for Improved Nutrition through Helen Keller International, aimed to increase consumer awareness and promote the consumption of fortified foods in Tanzania.
ABC Bros designed and implemented a social marketing campaign that targeted different consumer audiences using evidence-based and culturally appropriate messages. They used the most cost-effective communication channels to ensure the highest reach, and specific advocacy interventions were designed to target decision-makers and influential actors.
The goal was to ensure consumer acceptance and consumption of fortified foods, specifically maize flour, wheat flour, and edible oil. The project successfully improved consumer awareness of fortified foods and engaged business partners, including industries and retailers, in promoting their consumption. The project contributed to the overall success of the National Food Fortification Program in Tanzania.