Ginny Rice's Dubai Dream Campaign Wins Top Marketing Award at CIMG Ceremony

Ginny Rice has secured one of Ghana's most prestigious marketing awards after its creative "Fly Dubai" campaign impressed judges at the Chartered Institute of Marketing, Ghana (CIMG) awards ceremony. The Above-the-Line Campaign of the Year 2025 award was presented at the 37th CIMG Annual National Marketing Performance Awards held at Labadi Beach Hotel in Accra on Saturday, 17 October 2026.

The winning campaign, distributed across Ghana by Africa Zone Trading Ltd, ingeniously linked everyday household shopping with aspirational travel. Consumers purchasing Ginny Rice's 4.2kg pack gained entry to a scratch-and-win promotion offering the chance to win an all-expenses trip to Dubai. The strategy successfully transformed a routine grocery purchase into an exciting brand experience whilst reinforcing Ginny's core "Spreading Smiles" promise.

Campaign Strategy and Digital Performance

The campaign's success extended far beyond traditional advertising channels. Digital advertising proved particularly effective, generating over 15.6 million online impressions. The team employed sophisticated audience testing and message optimisation to ensure advertising budgets reached the most receptive consumers on high-performing platforms. This data-driven approach demonstrates how modern marketing in Ghana increasingly blends traditional above-the-line creativity with precision digital targeting.

By combining family meal appeal with consumer incentives, Ginny Rice created a campaign that resonated with household decision-makers whilst building brand loyalty through tangible rewards. The strategy proved especially relevant for a product category where affordability and quality are paramount purchase drivers for Ghanaian families.

What This Means for Ghana's FMCG Sector

This award highlights how Ghanaian consumer goods companies are increasingly winning recognition through integrated marketing campaigns that blend heritage appreciation with modern promotional mechanics. The Fly Dubai campaign's success demonstrates that West African consumers respond positively to campaigns offering both immediate value and aspirational benefits.

For Africa Zone Trading Ltd, the recognition validates its expansion strategy across Ghana. The company operates five branches nationwide, supplies over 200 distributors and reaches 15,000 retail outlets. Its portfolio—including Ginny Rice, Loki, Tilemsi and Plac—covers essential household categories from rice to cooking oils, mayonnaise, margarine, non-dairy creamer and canned fish. This infrastructure positions the company to capitalise on award-winning campaigns through guaranteed product availability in communities across all regions.

Amit Mahajan, Chief Marketing Officer of Africa Zone Trading Ltd, stated: "We dedicate this award to the consumers who welcome Ginny into their homes and the trade partners who bring our products to communities across Ghana. Their trust gives our work its purpose."

He added that the campaign aimed to give consumers genuine opportunity to share in the brand's success, emphasising that the recognition would spur continued investment in consistent quality, affordable pricing and reliable nationwide availability.

Country Director Vinod Makwana reinforced the company's commitment to Ghanaian households, noting that Ginny aspires to become a dependable part of family life across the nation. The company intends to strengthen nationwide distribution networks whilst maintaining its focus on delivering value through the "Spreading Smiles" brand promise.

The CIMG award represents validation for integrated marketing strategies that successfully blend consumer psychology, digital innovation and logistical excellence—qualities increasingly essential for FMCG success in competitive African markets.