Statistics show that the inaugural Buy Malawian campaign launched in the United Kingdom reached out to over 500,000 customers, mainly driven by web-based platforms.
The campaign also saw thousands more voting for products that were part of the campaign to boost Malawi exports to the UK.
According to a report released by the Malawi High Commission, there were 700,000 social media impressions reaching over 300,000 people for the main campaign sites, while the Malawi High Commission website and social media platforms recorded over 500,000 impressions during the campaign period.
The Scottish Malawi Partnership, which led the campaign in Scotland, further indicated that 4,000 votes were cast for various products that included Malawi Gin, Kilombero rice, Rare tea, Linga wine, Coffee, nuts and arts and crafts from various traders in the UK.
Malawi High Commission Second Secretary Press and Protocal Officer Kondwani Munthali said the campaign attracted global attention.
“One most impressive outcome is that while we were running a Buy Malawian UK campaign, it became global in real sense. We had people in Denmark, Ireland, Japan, India, Argentina, Canada and USA checking with us how they could access the Malawi products. This shows that with proper marketing, branding and quality, there is great potential for our products across the world,” Munthali said.
He further said the campaign included events in Scotland, social media engagement and media campaign.
Munthali said the mission offered tea, coffee and had two Malawi food days which included nsima, rice, beans and matemba dishes for those that visited the mission.
“Over 100 people uploaded selfies with Malawian products, 25 Members of Scottish Parliament and Ministers and even UK pop star Garth Gates. Our online had around 30,000 visits, with over 4,000 votes cast.
“All of this has had a great impact building awareness of Malawian exports and helping to generate new Scottish markets for these products,” he said.
Munthali said another key part of the campaign was to promote Malawi as a tourist destination.
“We have learnt a lot, Scotland has always been our position of strength in the UK. The next campaign we hope to expand the markets for Malawi products in Wales, England and Northern Ireland where hundreds of thousands of people have family, traditional, historical, education and religious links with Malawi,” Munthali said.