Lesaffre
Trust the Original
Overview
Lesaffre built its reputation on trust, quality, and consistency, but the rise of counterfeit and look-alike products created confusion in the market and challenged consumer confidence. To address this, Spotlight developed Trust the Original, a consumer awareness campaign designed to reinforce Saf’s authenticity and remind people why the original product matters. Through strategic messaging, retailer education, and BTL activations across Addis Ababa, the campaign engaged shop owners and consumers directly, helping identify and replace counterfeit products while strengthening trust in the Saf brand and promoting more informed purchasing decisions.
Company
Lesaffre
Industry
Service
PR & Communication, Marketing, Advertising
Duration
ongoing
IMPACT
The Trust the Original campaign has strengthened consumer awareness around authentic Saf products while helping retailers identify and remove counterfeit alternatives from the market. By engaging directly with shop owners and consumers, the campaign has reinforced trust in the brand and contributed to a safer and more informed purchasing environment.