KOO has celebrated South African mother figures through its 'A Song for Ma' competition — a tribute campaign that uses the power of music and storytelling to honour mother figures across South Africa.
KOO says that it has lived side by side with South African mothers for over 80 years, and this year the brand is taking that bond a step further by using iGwijo, a traditional form of call-and-response singing, as a way to unify the nation in gratitude. iGwijo, often used to uplift and inspire, becomes a platform for everyday South Africans to say, "Thank you, Mom" in their own unforgettable way.
"Mothers don't just make meals — they make memories," says Neo Dikamotse, Marketing Manager for KOO at Tiger Brands. "And so many of those memories are flavoured with KOO. With 'A Song for Ma,' we're saying thank you with rhythm, heart and harmony. This campaign goes beyond Mother's Day and celebrates every mother and mother figure who continues to show up with care, strength and a plate full of love."
KOO says the initiative draws inspiration from the Thank You Mom jingle that echoed through South African homes over 30 years ago, giving rise to a modern-day revival rooted in the same enduring love. With its own national singing competition, 'A Song for Ma' encourages South Africans to express what they've always felt but perhaps never said — with music, unity and joy.
The Gwijo Squad says, "We're incredibly honoured and excited to be partnering with KOO on such a powerful and meaningful movement. Being able to pay tribute to extraordinary women through iGwijo — something so culturally rich — is special. This is more than just a song. It's a love letter to the women who fed us, raised us and shaped us."
The KOO 'Song for Ma' competition invites South Africans to raise their voices in celebration, calling on schools across the country to compose and perform their most powerful Gwijo tributes to the remarkable women who shape South African lives with full energy and team spirit, dressed in uniform, representing themselves and their schools.
KOO says the video should be one to two minutes long. Schools or students must tag @KooFoodSA in the caption. Use the hashtag #KOOThankYouMom. Participants stand a higher chance of winning when they mention how their moms used KOO in their meals and how those meals made them feel. The caption must include the school's full name.
KOO concludes that the competition will run from Tuesday, 29 April to Monday, 30 June.
For more information, visit www.koo.co.za. You can also follow KOO on Facebook or on X.
*Image courtesy of contributor