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Robertsons Spices launches ‘Famous for Flavour’ campaign

Robertsons Spices has announced the launch of its new campaign, ‘Famous for Flavour’. Over 100 guests were invited to Signature restaurant to taste their ‘new menu’; they were served an ‘all-new’ three-course menu which they all believed was designed by Signature’s culinary team. Much to the guest’s surprise, the entire menu was designed and prepared by three home cooks.

The three home cooks were Ameer Cloete, Gina Moakamedi and Angelique Booyens.

The evening was designed to launch the Robertsons ‘Famous for Flavour’ campaign, which aims to recognise and celebrate everyday cooks who are passionate about food, flavours and cooking for those around them.

“Through this campaign and partnership with our initial three home cooks, we hope to showcase that with Robertsons, anyone can be famous for flavour if they want to be. Moakamedi, Cloete and Booyens have the ability to create beautiful dish experiences and we want to give them the platform to showcase this flavour with the country,” says Dehné Peters, senior brand manager at Robertsons,

Cloete is a 31-year-old amateur baker whose career has oscillated between teaching and marketing but what has been his consistent love is the kitchen. He created the Asian Chicken Dumplings starter and Cinnamon Spiced Ice Cream dessert.

“The past few days passed by in a blur of flames, ice cream, crushed chilli and ground cinnamon,” says Ameer. “It was fun to be in the kitchen with the Signature chefs, working and learning from them. The campaign has presented a great opportunity to meet new like-minded people with a love for cooking.”

Moakamedi is a 34-year-old who expertly juggles her passionate home cook role with her role of being a full-time mechanical engineer. According to the brand, she created the Traditional Oxtail main course and the Malva Pudding dessert which attendees raved about.

“I feel honoured to have been chosen to be a part of this campaign. Robertsons is a brand I resonate with as I’ve been using their spices since I was a teenager. My experience over the past few days has been humbling and amazing. I felt so at home working in the kitchen at Signature,” says Moakamedi.

“The experience that the brand has given me has been reaffirming and validating and a reminder that my passion and dreams are valid. This campaign has made me feel like I belong. I’m never going to forget this,” adds Moakamedi.

Booyens is a 27-year-old food photographer and stylist who owns a Cape Town-based studio, The Good Roots.

According to the brand, she has a zest for travelling and has already been to Israel, Argentina, Brazil and Istanbul- a perfect match for Robertson’s penchant for discovery. Booyens created the Prosciutto Wrapped Figs starter and the Spicy Chickpea Curry.

When asked what the brand hopes to achieve through the campaign, Peters says, “Our hope is that the campaign will allow us to re-invigorate interest and brand love with our citizens. We also want to encourage them to use our iconic, expertly blended spices as the key ingredient to delivering a flavour punch in any dish, everytime.”

The Robertsons ‘Famous for Flavour’ campaign doesn’t end with Cloete, Moakamedi and Booyens. Robertsons Spices conclude that it is looking for nine more home cooks.

Robertsons is inviting South Africans to enter the ‘Famous for Flavour’ competition to stand a chance to win their share of close to R300 000 in prizes including cash prizes of up to R20 000.

To enter the home cooks are required to:

  • make their famous dish using any Robertson’s product
  • take a picture of themselves holding the dish
  • sign up on the Whats for Dinner website, and
  • upload their picture.

For more information, visit You can also follow What’s For Dinner on Facebook, Twitter or on Instagram.

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