In 2020, e-commerce activation became urgent as the pandemic forced bars and nightlife to close. Uganda Breweries Limited needed to keep consumers connected to their favourite brands (Tusker Malt, Guinness, and Johnnie Walker) even when they couldn’t step out. The challenge was clear: shift the drinking occasion from public spaces to the home, without losing the spirit of shared experiences. This required an idea that was both simple and powerful.
We created Take It at the Crib, a digital campaign built on a bold proposition: bring the bar home. We partnered with Jumia Uganda for online orders and Party Central Uganda for lead generation, turning lockdown restrictions into new business opportunities. The campaign generated 3,067 mentions and over 333 million topic reach, driving a 25% sales increase and shifting consumer attitudes toward digital retail. More than a temporary fix, it became a defining moment for Uganda’s e-commerce growth.
