In villages and towns across the country, a simple visit to local joints for two mugs of beer has turned into life-changing opportunities for hustlers, sorghum farmers, and thousands of consumers.
What began as a promotional campaign dubbed “Tuzidi Kuinuana” (let’s continue uplifting each other) has grown into a powerful socio-economic initiative that has transformed lives.
The campaign, focused on Kenya Breweries Limited’s Senator Keg beer, has already produced five new millionaires and significantly improved the livelihoods of farmers, consumers, and local communities.
Throughout the campaign, over 823,000 winners also received a variety of prizes, ranging from home makeovers worth KSh 50,000 to KSh 2,500 redeemable household vouchers, as well as daily airtime rewards starting from KSh 25.
“For the last three months, we have not only empowered our consumers economically but also the farmers who grow the raw material for us. We have seen the excitement of ordinary Kenyans receive money that they declare is life-changing – in a way, it means the impact of our work is halfway done.
“Kenya Breweries Limited, through our value beer Senator Keg, have continuously committed to ensuring that all persons involved in the value chain, from production, distribution, to the mug, are empowered,” said Senator Keg’s Senior Brand Manager Abel Ratemo
How Eldoret shoe thrifter won KSh 1 million
For Christantor Tirop, a shoe thrifter in Eldoret city, the vending business has been his lifeline.
The student turned entrepreneur had been saving up so that he could rejoin campus and expand his business, but this changed when he walked into a local bar and participated in the Senator Keg promotion.
After buying two mugs of beer and sending the scratch codes to 20770, he received a life-changing call – he was the latest winner of KSh 1 million.
“The waitress told me there was a competition and I could win once I secured two mugs of Senator Keg and a scratch card whose digits I sent to 20770. After several attempts, I was informed through a call that I was the winner of Ksh1 million. I could not believe it at first until I received the cheque,” he said.
“I have been saving up so that I can rejoin campus but this money will boost my business and also help me go back to school and pursue a career in fashion,” he added.
Who were the other winners of Senator Keg’s promotion?
Tirop is one of five grand prize winners in the campaign, each taking home KSh 500,000 while directing the remaining KSh 500,000 to a farmer-led Community Based Organisation (CBO) of their choice.
Tirop’s story is replicated by four other grand prize winners who participated in the promotion exercise, won and had a chance to turn around their lives.
Other winners include Francis Muriuki, Evans Okello, Eric Wafula and Gabriel Njuguna were drawn from Embu, Nairobi, and Eldoret, selected farmer-led CBOs of their choice to share out their KSh 1 million.
Muriuki, a mechanic based in Embu, said the new year windfall, after he was declared the winner, would go into expansion of his business while KSh 500,000 went to Mwankoma CBO.
The move to award farmer organisations is a move aimed at exemplifying the circular impact, socially and economically that Senator Keg has on consumers and the communities.
“The ripple effect that I have witnessed for just drinking two mugs of Keg has been inspiring to me because while my business has been boosted, I also feel happy that I have touch the lives of about 400 farmers from Mwankoma in Tharaka Nithi,” said Muriuki.
Okello, a mason in Ruiru, said he will invest his money in acquiring a concrete mixer to lease out to people in construction sites while he split his money with Sightsaver CBO in Homabay.
“The win will help me acquire a mixer that will complement the work that I do and will also be another stream of income. I am happy that I did not get to benefit alone because People Living with Disabilities that belong to Sight Savers CBO are also beneficiaries of the Senator Keg campaign. We handed them farm equipment that will enable them to continue contributing to the economic development of our country and food security,” he said.
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Source: TUKO.co.ke
