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Robertsons Spices launched the ‘Famous for Flavour’ campaign to celebrate passionate home cooks. The initiative aimed to recognize and reward nine cooks for their culinary prowess. South Africans were encouraged to enter the competition, with close to R300,000 in prizes up for grabs.


In Phase 2 of the campaign, Matriarch’s role was to introduce the nine selected cooks to the public and initiate the voting process.

The strategy involved engaging the public through mall activations, focusing on sampling and creating awareness of Robertsons Spices.


Robertsons invited the public to the Famous Dining experience, emphasizing the goal of making home cooks famous with their help.

The activation aimed to showcase why Robertsons is the ‘authority on flavourful food.’ Despite being a pop-up, the experience mirrored a restaurant visit, treating every participant as a valued customer. The unique quirkiness of the setup heightened engagement, with patrons fully aware of the sampling nature but still captivated by the experience.

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For over 20 years, Matriarch has been delivering a wide range of effective experiential marketing solutions to South Africa’s favorite brands.

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