Machines That Drive Success

Maize is a staple of more than 300 million people across Africa and the most important food
crop in many regions. Roff Milling – the manufacturer of maize milling machines and
accessories – approached us to help grow their business both in South Africa as well as
beyond its borders into Sub-Saharan Africa.
Our approach was to develop purpose-led content marketing designed to target the right
people in the right place with the right messaging at the right time, and to extend beyond
‘quality of product’ to the much more engaging prospect of ‘quality of life’.
This content marketing strategy allowed us to produce campaigns that resonated with
prospects in a more meaningful and valuable way, elevating Roff beyond competitive
benchmarking and growing their brand, narrative and sales.