Chicken Hut Introduces Content Creator Academy, Enabling Local Talent in Content Creation
In a groundbreaking move, Zimbabwean fast-food giant, Chicken Hut, launched its Content Creator Academy on the 1st of January 2025, marking the beginning of a new era for the brand and setting an example for other local businesses. This initiative is part of Chicken Hut's "Year of Digital Transformation," a strategic shift that has seen the company evolve from a single store relying on traditional marketing methods, to a leading digital-savvy brand.
The transformation began in 2017 when the then-CEO, Mr. Navraj, recognised the limitations of traditional marketing and collaborated with influencer Pokello. This shift signified a new era where creators and digital platforms play a central role in brand growth and customer engagement.
Recognising the potential of digital marketing, Chicken Hut has been incorporating it into its operations in Zimbabwe. According to the brand's spokesperson, Celia Mhlanga, digital marketing is one of the most cost-effective ways to reach audiences in Zimbabwe, yet it is underestimated there.
The Content Creator Academy, launched by Chicken Hut, aims to empower local creators. To apply, one needs to have between 1000 to 20,000 followers on social media. This requirement serves several strategic purposes. Firstly, it ensures that applicants already have an established social media presence and audience, guaranteeing that content creators can effectively amplify the brand's message and reach a meaningful number of potential customers.
Secondly, it ensures quality content and authenticity. Applicants with a minimum following are probably more experienced in content creation and social media engagement, which improves the quality and authenticity of promotional content aligned with Chicken Hut’s brand.
Thirdly, it leverages digital word-of-mouth. Creators with followers can generate organic buzz and influence consumer behaviour, which is a cost-effective strategy to increase brand visibility and customer loyalty.
Chicken Hut's digital marketing strategy has significantly contributed to its growth in Zimbabwe. The brand actively engages on popular social media platforms like TikTok, where content such as best chicken dishes and promotional videos have garnered significant likes and comments, indicating strong consumer interest and interaction.
The brand also employs storytelling and media engagement strategies that build brand affinity and recognition. Chicken Hut's promotional efforts focus on creating joyful experiences and loyalty, fostering a strong community connection and repeat business among Zimbabwean customers.
In addition to the Content Creator Academy, Chicken Hut is also launching a podcast called "Insights on Zimbabwe" to share insights about digital transformation. This initiative is part of the company's efforts to foster the growth of the local creator economy, which Chicken Hut believes could develop a $50 million+ industry.
This ambition is supported by Afreximbank's Canex, backed by a $2 billion fund for Africa's creative industries and gastronomy. This partnership marks the beginning of a digital transformation at Chicken Hut and sets a promising precedent for the future of digital marketing and content creation in Zimbabwe.
- The Content Creator Academy, launched by Chicken Hut, not only empowers local creators but also aims to leverage digital word-of-mouth and improve brand visibility, a strategic move that reflects the company's shift towards digital marketing within the finance sector.
- Recognizing the potential of digital marketing and its capability to reach audiences cost-effectively, Chicken Hut has also planned to launch a podcast, "Insights on Zimbabwe," focusing on digital transformation as part of their business strategy, which aligns with the growing importance of technology in lifestyle, food-and-drink, and marketing industries.
