A few days ago, Unilever, the manufacturers of Blue Band margarine, launched a campaign dubbed ‘Blue Band in Ugali’ in a bid to get Kenyans finding more ways to use Blue Band other than just applying it on their bread.
The cost of bread has shot up following recent taxation by the government. The price now ranges from Ksh. 45 to Ksh.50 for the 500gm loaf, a price that most Kenyans can no longer afford.
Ugali seems to be the next best alternative for many households and Blue band is determined to be in that mix. Kenyans on twitter( KOT) are already expressing their skepticism over this campaign with some throwing jabs at its awkwardness.
But a very important question; Do you add BlueBand to your ugali?
— Corvinus (@Maximilus) February 20, 2014
Dear Unilever, NO ONE adds Blue Band to their ugali.
— Papa smurf (@GeorgeKarimi1) February 20, 2014
For a better part of last year, blue band ran a long campaign aimed at getting more and more kids to eat the margarine by enticing them with a trip to Disney World. Comedian Wanjiku the Teacher earned a tidy sum in ads as well as tours in various schools in Kenya.
But, how do Kenyans make their Ugali,and will this new campaign change the way most of us make it?
I have always made ugali with boiling water, abit of salt and the maize flour.
Ugali is a maincourse starch which is meant to be taken with an accompaniment of protein(meats) and vegetables ( sukuma, managu, kunde etc). I have only tasted ugali with margarine once, it was at a friends house and I must admit, it did give the ugali a certain twist to it.
However, ugali is a traditional delicacy, one that the Luo and Luhya communities are best known for making but one that has become a Kenyan staple food.
Add Blue Band to Ugali!!!!! Ladies, please don’t try that at home… hiyo ni advert tu! #fb
— Fidel Nyikuri N. (@Fidel_116) February 20, 2014
It has, in recent times, become the symbol for Kenyan food and is mostly used whenever the cost of food commodities is talked about in the media mostly due to the ever increasing cost. A few years ago, a non-violent movement dubbed ‘The Unga revolution‘ was formed which sought to have the cost of maize flour come down to Ksh. 30 as well as other basic needs. Will this new campaign work well for Unilever or will it make them the butt of jokes by KOT?
You need BlueBand in your ugali the way you need a bicycle in your soup
— Boniface Mwangi (@roomthinker) February 20, 2014