Mother’s Day event in Niamey: The 11g wins over Mamie beignets with doughnuts

To mark Mother’s Day and the 50th anniversary of Saf-instant®, our sales team launched a special campaign targeting the doughnut-selling grannies of Niamey.

For five days, our promoters crisscrossed the streets of the Nigerien capital to meet women who work tirelessly around markets and other public places.

The aim was to reintroduce the 11g yeast packet, which was facing stiff competition from the ‘boulette’ (a small repackaged yeast sachet). Our teams explained to the doughnut grannies that the 11g sachet was much more suited to their activity, much more hygienic and effective.

By purchasing 11g chaplets, the doughnut grannies were entitled to a raffle ticket allowing them to win a kit consisting of a gas bottle and a frying pan, as well as aprons and T-shirts. A day dedicated to the raffle allowed the draw to take place with doughnuts being handed out to children on site, all in a festive atmosphere.

This operation was a success, reaffirming the place of Saf-instant® 11g with our customers while creating a special bond with these women.

Thanks to this initiative, we were able to restock retail outlets so that the product remains available in the long term. A great success that shows the importance of listening to our customers’ needs and creating moments of sharing, all as part of Saf-instant®’s 50th anniversary celebrations.