Wilmar Africa, producers of Frytol vegetable oil is launching a nationwide fully integrated consumer activation. The campaign is set to further establish the Frytol brand amongst consumers and ultimately create a love brand.

November – December 2014 saw Wilmar Africa deliver an unforgettable experience to market women, with their world class Edwomhemaa activation. To further build on this success additional experiential concepts have been introduced to reach a wider audience.

Wilmar’s first activation shall commence next week with a 10 week - 3 part Dumsor campaign. The first activation within this campaign shall be Tales from Ananse where a branded Frytol truck will drive through local communities engaging citizens with folktales whilst they enjoy kelewele around a fire.

The second phase is titled Anopa, Awia ne Enyumre (Morning, Afternoon and Evening) where we shall entertain members of the public via engaging them in an oware tournament and a viewing of one of their favourite Ghanaian movies.

Finally, Wilmar Africa shall host ‘Dinner in the Dark’ where 50 members of the public and press shall have the chance to win tickets to dine in the dark at Ghana’s premier 5 star Labadi Beach hotel.

"Frytol is a brand that is intertwined with our heritage. It reminds us of where we came from and the values that were and continue to be instilled in us to take us forward to the future. In Ghana today all we hear is negative news that damper the spirits of the residents of this Great Nation. The depreciation, the fuel prices, the cost of living and now topped with Dumsor has made the common man feel hopeless," Says Fatima Alimohamed the General Manager Commercial.

Frytol on the other hand believes that there is positivity in everything that happens and since it is a brand tied to every home and emotion, it must share in every joy and sadness of its consumers. “We should look at the positive side of Dumsor. Here is an opportunity to spend quality time with our family not interrupted with the TV or Radio or a fully charged phone. Lets make use of this time to reconnect with friends, family and with our own selves. Let Frytol take you and your loved ones back to the past so as to learn to enjoy and live in the Present. To appreciate light, it is a must for darkness to exist” Fatima stated.