Tusker honoured at global awards for innovative Olympics campaign

The campaign, dubbed “Stitched with Cheer,” transformed fan support into real-time motivation for Kenya’s Paralympians. Through an interactive kit, fans were able to send over 4,000 live messages that were embedded into LED-lit kits worn by the athletes—turning passive spectatorship into visible, uplifting encouragement.

Now in its 47th year, the Loeries Awards celebrate creativity and innovation across Africa and the Middle East. Tusker’s campaign won one Grand Prix for fabric design under the Single-Market Campaign category. This marks only the second time in Tusker’s 100-year history that the iconic Kenyan brand has been recognised on the global stage.

The campaign also bagged a Gold Award at the Cresta Awards in the Innovative Use of Technology category.

Speaking on the achievement, Brigid Wambua, Senior Tusker Brand Manager, said:

“This recognition is no mean feat; it celebrates the ingenuity of the creative teams that make Tusker what it is today. The Stitched with Cheer campaign captured our culture and heritage—it invoked nationalism and pride in all of us, values that Tusker Lager has always embodied. It is truly a proud moment for us.”

Earlier this year, Brand Finance, a London-based brand valuation consultancy, named Tusker among Kenya’s strongest and fastest-growing brands.

According to the report, Tusker’s brand value grew by 67% to KSh 9.6 billion, driven by a rebound in consumer spending, favourable market conditions, and the reopening of the hospitality sector. These factors underscore the brand’s resilience and continued dominance in Kenya’s beverage market.