Fresh Gum Roadshow in Bomet // Paul Roy Mabinda
Kenafric Industries Limited in partnership with Radio Jambo have officially launched the South Rift edition of the Fresh Gum Roadshow. The campaign kicked off on Thursday, 17 September 2026, following a team travel day to Bomet County on Wednesday, 16 September.
The 8-day activation initiative aims to expand product distribution, engage local consumers, and increase retail visibility across regional commercial hubs.
Initial activations across Bomet and Narok
The roadshow commenced physical listing operations in Bomet County on Thursday, 17 September. Field teams visited key towns including Sotik, Kaplong, Chebole, Silibwet, Bomet town, Longisa, and Mulot.
On today Friday, 18 September, the campaign moves into Narok County. Activations target major locations along the route, including Olulunga, Narok town, Ntulele, Enkare, and Suswa.
Fresh Gum Roadshow
in Bomet // Paul Roy Mabinda
Teams are engaging both retail traders and consumers to drive product trial and store availability.
“We are taking ‘Cool That Laaasts’ directly to consumers across the South Rift, creating opportunities for them to interact with and experience FRESH Gum first-hand,” said Paul Nduati, the consumer execution lead for Fresh Gum.
“The roadshow is designed to make the product benefits tangible, from the softer chew and extra pellet to the long-lasting flavour,” he added.
Five-day outreach across Nakuru county
The campaign enters Nakuru County on Saturday, 19 September, covering Maai Mahiu, Longonot, Kiragita, Naivasha, Gilgil, and Kikopey. Following a rest day in Nakuru on Sunday, 20 September, activities resume on Monday, 21 September, across Kanu Street, Shabaab, Kaptembwa, and Sewage.
On Tuesday, 22 September, teams will cover Lanet, Free Area, Barnabas, Sita, Bahati, and Subukia. The route continues on Wednesday, 23 September, through Njoro, Elburgon, Molo, Salgaa, and Rongai. Nakuru activations conclude on Thursday, 24 September, in Olive, Kiamunyi, Kabarak, and Kampi Ya Moto.
“The roadshow gives us an opportunity to introduce more consumers to our 2+1 and 4+1 packs and experience the softer chew, extra pellet and long-lasting flavour that make FRESH different,” stated Beth Mwando, the marketing manager for Fresh Gum.
Fresh
Gum Roadshow in Bomet // Paul Roy Mabinda
Nyandarua route and digital execution
On Friday, 25 September, the roadshow transitions to Nyandarua County. Teams will visit Kasuku, Olkalou, Miharati, Enginear, Njambini, Magumu, and Fly Over, before returning to Nairobi on Saturday, 26 September.
Cyrus Nyakangi, Digital Execution Lead, explained how digital storytelling will support the physical activations.
“The South Rift Roadshow gives us a rich source of authentic consumer moments that we can amplify digitally. By connecting the physical experience with social content, we can take ‘Cool That Laaasts’ beyond the road and build wider engagement around the FRESH Gum experience and our 2+1 and 4+1 packs.”
Fresh Gum Roadshow
in Bomet // Paul Roy Mabinda
Kenneth Mbaya, the trade marketing manager, added, “As we take the roadshow across the region, our focus is to ensure consumers can not only experience FRESH through the activation, but also easily find their preferred 2+1 and 4+1 packs when they return to the shops.”
