Ukutya kwasekhaya (home-cooked meal) slaps differently. You can be far away from home and simply miss the taste of mom's beef stew and dombolo (dumplings). In your pursuit of chasing your dreams, a busy lifestyle can result in less time to prepare a balanced, home-cooked meal. In the spirit of Africa day, under the theme of the year of "nutrition", Khaya's Kitchen launched the #StartWithUmpako campaign (umpako/padkos is food taken to eat on a journey somewhere).
The campaign targeted local well-known aspiring influencers, entrepreneurs, journalists, business personnel and students in the culinary sector as a way to wish them well on their various journeys. By giving them a humble gesture of a ready-to-eat meal, for their convenience, prepared from Khaya's Kitchen with the same flavour, taste, and nutrition that will remind you of Aunty Zodwa's cooking back home. A taste of home, away from home. Symbolic of is'khafthin (lunchbox), we created a ready-to-eat direct mailer packed with the wholesomeness of Khaya's Kitchen indigenous food. Inside we packed inyama yegusha (Lamb stew) with Umgqusho (staple), along with raw Imifino (green leafy vegetable), corn, and salad dressing so the recipient can make their fresh salad to enjoy with the meal. The packaging design consisted of the Khaya Sans font, an authentic African font inspired by the African pot (three-legged) and Khaya Kepe's handwriting. We used the font in all the messaging collaterals such as insert/recipe card. Each insert had a unique message that was peculiar to each individual's journey. This heart-warm gesture is what Khaya's Kitchen aims to do through its indigenous ready-to-eat meals, to be a healthier substitute and go-to meal when you either miss home or want food rich in flavour, culture and taste.