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The interim report indicates there were 700,000 social media impressions reaching over 300,000 people for the main campaign sites, while the Malawi High Commission website and social media platforms recorded over 500,000 during the campaign period.

The Scottish Malawi Partnership which led the campaign in Scotland indicates that 4,000 votes were cast for various products that included Malawi Gin, Kilombero rice, Rare tea, Linga wine, Coffee, nuts and arts and crafts from various traders in the UK.

“One most impressive outcome is that while we were running a Buy Malawian UK campaign, it became global in real sense. We had people in Denmark, Ireland, Japan, India, Argentina, Canada and USA checking with us how they could access the Malawi products. This shows that with proper marketing, branding and quality, there is great potential for our products across the world,” said Second Secretary Press and Protocol for the High Commission Kondwani Munthali.

The campaign included events in Scotland, social media engagement and media campaign. The Mission offered tea, coffee and had two Malawi food days which included nsima, rice, beans and matenda dishes for those that visited the mission.

There were nine local and national coverage in UK media about the campaign and also in Malawi.

 “Over 100 people uploaded selfies with Malawian products 25 Members of Scottish Parliament and Ministers and even UK pop star Garth Gates), and online had around 30,000 visits, with over 4,000 votes cast,” reported the SMP, adding, “All of this has had a great impact building awareness of Malawian exports and helping to generate new Scottish markets for these products. “

Another key part of the campaign was to promote Malawi as a tourist destination. The main prize of a Malawi holiday was offered by Kenya Airways, Sunbird Hotels, Satemwa Lodges, the Makokola Retreat, Central African Wilderness Safari, Malawi Tourism and the Department of Tourism in the Ministry of Industry, Trade and Tourism which will offer all ground transfers to the winner.

“We have learnt a lot, Scotland has always been our position of strength in the UK. The next campaign we hope to expand the markets for Malawi products in Wales, England and Northern Ireland where hundreds of thousands of people have family, traditional, historical, education and religious links with Malawi,” added Munthali.

The initiative follows in the footsteps of the Buy Malawian Campaign as launched by His Excellency the President targeting increased Malawi exports across the world.