Rafimex Ghana Limited handed out more than 20,000 free drinks at Chef Abby’s Big Street Feast, an event held to observe World Food Day. The company distributed beverages including Lucozade, Ahmad Tea, and Pure Heaven juice, offering refreshments to attendees throughout the street food celebration.
The event took place as a collaboration between Rafimex Ghana and Chef Abby’s Big Street Feast, aiming to engage participants and bring visibility to the company’s beverage brands. The activation was designed to connect directly with consumers in a busy public setting.
Abigail Ofosu Antwi, Head of Corporate at Rafimex Ghana Limited, explained the motivation behind the giveaway. “We are giving away over 20,000 bottles of Lucozade, Ahmad Tea and Pure Heaven Juice. We believe in Corporate Social Responsibility, and Ghana is a place where we have grown. Giving back to society is one thing that is very meaningful,” she said.
Richard Akoto Bamfo, Brand Manager for Ahmad Tea, described the gesture as part of the company’s effort to make a positive impact on society and to strengthen its relationship with the public. The collaboration with the Big Street Feast was seen as an opportunity to increase consumer engagement while boosting product visibility.
Rafimex Ghana’s involvement in the Big Street Feast also underlined the role of experiential marketing for fast-moving consumer goods brands. By offering free drinks directly to festival-goers, the company sought to build stronger connections with its audience in a setting outside traditional retail environments.
The giveaway drew attention to Rafimex Ghana’s portfolio, which includes popular drinks distributed across the country. The event, held on World Food Day, attracted significant foot traffic, providing a platform for Rafimex to engage with consumers face-to-face.
The Big Street Feast, curated by Chef Abby, gathered vendors and food lovers for a lively street food experience. Rafimex Ghana’s presence added a beverage dimension to the festival, complementing the food offerings with branded refreshments.
Abigail Ofosu Antwi’s remarks reflected Rafimex Ghana’s view that contributing to community events benefits both the company and the wider society. The free distribution of over 20,000 bottles was positioned as a tangible expression of this approach.
The partnership with Chef Abby’s Big Street Feast took place within the broader context of World Food Day activities, which focus on food security and nutrition awareness. Rafimex Ghana’s participation linked its brand to these themes through a direct and accessible consumer interaction.
Richard Akoto Bamfo emphasized that the company’s involvement was part of a strategic effort to build lasting consumer relationships. The event provided an informal environment for brand representatives to engage with the public and gather feedback.
By integrating its brands within a popular street food event, Rafimex Ghana demonstrated a preference for experiential marketing tactics. This approach contrasts with traditional advertising by creating moments of direct consumer contact that can influence brand perception.
The giveaway of 20,000 bottles was among the largest promotional distributions at the Big Street Feast. The volume of drinks handed out suggested a significant logistical operation coordinated by Rafimex Ghana to meet the demands of the crowd.
The event took place during a period when FMCG companies increasingly seek to connect with consumers through live events. Rafimex Ghana’s activation at the Big Street Feast fits into this trend, leveraging the energy of public celebrations to promote its products.
Attendance figures for the Big Street Feast were not disclosed, but the scale of beverage distribution indicates a large audience. Participants received drinks free of charge, enhancing their experience of the street food event while sampling Rafimex’s product range.
No details were provided on the exact date or location of the event beyond its association with World Food Day, which is observed annually on October 16. The timing suggests the sponsorship was part of a coordinated campaign around this global observance.
The event’s focus on food and drink created a natural fit for Rafimex Ghana’s brands, which range from energy drinks to teas and juices. The company’s portfolio allowed it to cater to diverse consumer preferences during the event.
Rafimex Ghana’s partnership with Chef Abby’s Big Street Feast offered a direct marketing channel that combined product sampling with social engagement. The scale of the giveaway marked a notable investment in public relations and brand visibility.
The move reflects a broader strategy within Ghana’s FMCG sector to use live, interactive experiences to reach consumers. Rafimex Ghana’s initiative at this event stands out for the sheer volume of products distributed and the social cause attached to the occasion.
According to Joy Online.
