Artistry. Imagination. Storytelling.

Royco Cubes – Dishi i-nice (Concept)

Challenge

Despite its heritage, Royco is losing relevance among consumers.
Loyalty declines, usage feels interchangeable, and flavour, depth and nutrition are undercommunicated.

Objective

Reignite brand love and drive usage by repositioning Royco as a culturally relevant flavour enhancer.

Solution

Conceptualised Dishi i-nice/Keroma ibambe, a campaign reframing Royco as the source of flavour, fun, and energy in daily meals.

Using Sheng and food culture, it connects with youth in a natural voice. The campaign highlights rich taste while turning cooking into shared, uplifting moments, driving relevance, engagement, and renewed connection.

Art Director: Kiama Mureithi
Head of Copy: Allan Wakori