Ugandan Bakery Uses English Premier Club Names to Sell Its Bread

In a stroke of marketing genius, a bread making company in Kampala has adopted names and colors of the top four English Premiership teams - Arsenal, Manchester United, Chelsea and Liverpool, to market its bread.

The English Premiership is one of the most dominant features on television screens and in conversations by sports fanatics in Uganda, and unlike the political domination, which is normally resented by many, the power of the English game has been welcomed with open hands by many people.

In fact it has become commonplace in Kampala to find supporters of the English clubs identifying themselves as “we” when talking about Liverpool, Chelsea, Manchester United, or Arsenal.

It is this strong attachment that people have to the teams, that could have driven the a bakery west of Kampala city Ntanke Bakeries, to re-design its marketing strategy.

By using the English premiership teams as brands, the bakery is optimistic that it will be able to boost its sales, in a sector that is currently flooded by several bakeries competing for a small market.

Livingstone Okumu, who sells Ntake bread and other confectioneries at the Old Taxi Park in Kampala, says the strategy is so far good. However, it is becoming obvious that football fanatics do not want to touch bread labeled in colors of their rival teams.

Source African Press Agency

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