Durban based public relations agency, INPR, has proudly taken home a PRISM Award for its standout work on the partnership between Robertsons Spices and Onezwa Mbola, one of South Africa’s most authentic and beloved food storytellers.
Known for her now-iconic introduction, “Hi, I’m Onezwa, and I make meals using items that I’ve grown, raised or foraged,” Onezwa’s storytelling and deep connection to food inspired Robertsons to sponsor the Johannesburg leg of her A Food Love Story event series, as part of its Find Your ME in Every MEal campaign.
The collaboration delivered exceptional results achieving increased brand visibility, high social media engagement, organic influencer participation at no additional cost, and earned media mentions on major radio platforms ,all while staying true to the campaign’s storytelling ethos. The sponsorship created an authentic platform for Robertsons to bring its storytelling vision to life, connecting the brand with consumers in a meaningful, memorable, and impactful way.
“The partnership delivered beyond expectations,” says Sané Ndlovu, Managing Director at INPR.
“Engagement on social media ranged from 4% to 19%, with influencer content delivered at no additional cost. Every ticket holder attended, demonstrating strong consumer interest. Guests actively engaged with branded touchpoints, particularly the photobooth. Most importantly, Robertsons spices were authentically woven into each dish, reinforcing the brand’s storytelling narrative.”
The campaign objectives ,from driving product trial and creating shareable ‘ME MEal Moments’ to highlighting the quality and versatility of Robertsons spices ,were all achieved and surpassed.
“This partnership was a perfect example of what happens when authenticity meets strategy,” continues, Sané Ndlovu. “It wasn’t just a sponsorship ,it was a shared story about culture, flavour, and connection, brought to life through food.”
Unlike traditional sponsorships, this event seamlessly integrated Robertsons into Onezwa’s personal food journey. Each dish represented a chapter of her life, with spices at the heart ,turning a brand partnership into a powerful storytelling experience.
The campaign not only met but exceeded its objectives, delivering strong ROI, deep consumer engagement, and reaffirming Robertsons’ position as an integral part of South Africa’s food storytelling culture.