Illovo Sugar dangles K8 million in Chefs Competition

Katandula (Third left)) posing with the competition judges

Illovo Sugar (Malawi) plc has relaunched the ‘Everyday Chef online cooking competition’ second series and K8 million will be up for grabs in the 8-week campaign.

The company has announced that the winner of the competition will walk away with K5 million with the second placed pocketing K2 million card and the third placed winner going home K1 million richer.

Illovo Sugar Malawi limited said it is a must for the contestants to use Illovo’s refined and dark demerara sugar as part of their ingredients. 

The decision to initiate the second series comes following the success of the inaugural edition launched last year in August 2021.

At the relaunch, Illovo Sugar (Malawi) plc’s Managing Director, Lekani Katandula said the company found it befitting to reintroduce this initiative following its success, saying this year’s competition will also have shopping mall activations.

“The Everyday Chef campaign enabled our consumers to interact with the brand by increasing awareness of refined and dark demerara sugar as they shared their recipes thereby contributing to higher brand engagements.”

“Furthermore, the initial campaign allowed us to grow our Facebook community, which is in line with our strategy of continuing to be more consumer centric. As a business, we understand that ‘amazing things happen when you listen to the consumer’. The promotion has been relaunched in order to excite our consumers and engage them in a fun and creative way while cooking and baking using the different varieties of sugar produced by Illovo,” said Katandula.

The campaign kicked off on 11th August 2022 with a cooking competition in order to select five judges who would then become the judges for the competition.  The five judges who were chosen to oversee this year’s campaign are Ipyana Mwagomba, Thobekile Nthinda, Dyson Chikolera, Portia Alimoyo, and Nelson Dhiba.

Just like last year, the promotion will primarily be conducted online and run through Illovo’s Tseketseke brand Facebook page. Each week the company will give consumers a challenge to showcase either their baking or cooking skills which they will then have to share on the Facebook page. 

The recipe with the most likes on a weekly basis will automatically be entered into the final ‘Cook-Off’ competition that will be hosted at the end of the 8-week campaign.

To complement the online efforts, shopping mall activations will be running simultaneously during weekends.  The shopping mall activations will be hosted by the five chefs who were chosen during the kick off competition of this year’s campaign.

The shopping mall activations will further enlighten consumers on the multiple uses of the white refined and dark demerara sugars produced by Illovo.

During the current promotion Illovo will run in-store sales promotions and shoppers who will buy three or more kilograms of Tseketseke sugar will stand a chance to win assorted instant prizes such as T-shirts, Aprons, cooking utensils and many more.

The winner of last year’s campaign was a Lilongwe-based businesswoman, Manase Munthali who beat seven other cooking and baking contestants in the finale. The runner-up was Chinsinsi Daudi who went away with K2 million while Hajrah Kusweje was third and walked away with K1 million.


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