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Parmalat – Kota Kings and Queens

Parmalat – Kota Kings and Queens

Kota Kings and Queens

The campaign was designed to celebrate township culture and position Parmalat Cheese Slices as the essential ingredient in South Africa’s beloved Kota. The campaign aimed to defend and grow Parmalat’s market share in the processed cheese slice category, reinforce brand leadership, and strengthen consumer relevance by embedding the brand authentically into every day and indulgent food moments. 

Influencer Robot Boii, with a strong Gen Z following, was selected to drive engagement through pre- and post-event reels, event participation, and Instagram Stories across Instagram and TikTok. 

The campaign delivered strong results, with top-performing Instagram content achieving over 37,000 combined views, 2,300 likes, and high engagement, while TikTok content generated notable plays and likes, reflecting meaningful audience resonance. 

PR amplification through Culture Collector further strengthened cultural relevance and township reach. Overall, the campaign successfully combined authentic storytelling, strategic content alignment, and efficient execution to deepen Parmalat’s connection to local food culture, while highlighting the importance of clear timelines and workflow coordination for future activations.

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