When the pandemic forced bars and nightlife to close, Uganda Breweries Limited (UBL) needed an innovative way to keep consumers connected to their favorite brands — Tusker Malt, Guinness, and Johnnie Walker. QG Group responded with Take It at the Crib, a bold digital innovation campaign that redefined home consumption. The idea was simple yet powerful: bring the bar home. Through a partnership with Jumia for online orders and Party Central for lead generation, the campaign turned lockdown limitations into new business opportunities
The results spoke volumes. #TakeItAtTheCrib generated 3,067 mentions and a topic reach of over 333 million, driving a 25% increase in sales and shifting consumer mindsets around digital retail. More than a stopgap for a closed market, the campaign became a milestone in Uganda’s e-commerce evolution — blending creativity, technology, and cultural insight to keep the spirit of connection alive.
Category
Digital Innovation & E-Commerce Activation
Client
Uganda Breweries Limited (UBL)
Service
Digital Strategy, Influencer Engagement, E-Commerce Integration, Social Media Campaigns
