A mechanic from Embu town, Francis Muriuki, is the lucky winner of the ongoing Senator Keg consumer promotion, bagging Ksh1 million. As dozens of people gathered to celebrate his win at the draw prize event, Mr Muriuki also declared Mwankoma Community Based Organization (CBO) as the beneficiary of Ksh500,000 in a personal effort that seek to elevate the social and economic welfare of those in his locality.
Speaking to journalists, he said the news he had won the grand prize money was a shocker to him but was overjoyed with the win, adding that he would use the money to expand his business and undertake development projects in his homestead. “I am glad that after three attempts I have been declared the winner. It is also a privilege to share it with other people who need the financial boost – the farmers who play a huge part in the Senator Keg production value chain. I believe my support to them will go a long way in enhancing their production,” he said.
Mwankoma CBO comprises farmers who grow cowpeas, green grams and sorghum, which they supply to Kenya Breweries Limited (KBL). “I have picked Mwankoma because after going through their portfolio, they need the capital to continue playing the role of sorghum aggregators for KBL and also purchase farm equipment that will advance crop production and enhance sustainable agriculture,” Mr Muriuki added.
The three-month long Tuzidi Kuinuana consumer promotion campaign is part of Kenya Breweries Limited’s (KBL) celebration of the 20-year anniversary since its inception in 2004, aimed at rewarding loyal consumers for their continued support while serving as an educative platform to increase countrywide sensitization on the fight against illicit brew.
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The promotion has seen significant impact through its impact-based structure with significant investment from winnings targeting farmer-led Community Based Organizations (CBO) across the county.
KBL’s Divisional Trade Marketing Manager, Martin Wanjohi said the consumer promotion has been a key gateway to expand the brewery’s approach to not only increase profit margins but also give back to the community. “The business for the last 20 years has been premised on the core mandate and obligation to support growth of communities in which we operate in a way that serves their immediate needs. It always brings us tremendous joy to see the difference we make in individuals’ lives and the community we serve,” he said.
The campaign will see at least 823,025 winners awarded. Mr Muriuki is one of the 5 grand winners of Ksh1 million each who will take home Ksh500,000 while the remainder goes to two farmer-led CBOs of their choice in a move aimed at reinforcing the brand’s long-standing commitment to uplift grassroots enterprises.
Other winner categories include monthly, weekly, and daily winners. The monthly winner will get a KSh50,000 home makeover package that will feature essential household items such as TV’s, sofas, mattress, and beds while the weekly winners will walk away with shopping vouchers worth KSh2,500 that are redeemable at leading retail outlets and the more than 800,000 daily winners will be rewarded with instant cash prizes from as low as KSh25.
To participate, consumers are required to purchase two 500ml mugs of either Senator Lager or Dark Extra to be issued with a scratch card. The Consumer then sends an SMS with the unique valid code found under the scratch panel to a 5-digit short code.
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