Although Mother’s Day has passed, appreciation for the women who raise, nurture, and love us knows no calendar. This year, KOO, for example, extends the celebration beyond one day, crafting a nationwide love song through the KOO Song for Ma competition—a campaign that uses music and storytelling to honour South Africa’s mother figures.
A Legacy of Love with KOO
For over 80 years, KOO has proudly stood alongside South Africa’s mothers. Today, the brand takes this bond even further by introducing iGwijo, a traditional call-and-response singing style that aims to unite the nation in gratitude. This vibrant practice not only uplifts and inspires but also provides a platform for everyday South Africans to express their heartfelt appreciation by saying, “Thank you, Mom,” in a uniquely memorable way. Through iGwijo, KOO emphasizes the importance of gratitude and connection, celebrating the invaluable role that mothers play in our lives.
Memories Made with Every Meal
“Mothers don’t just make meals — they make memories,” says Neo Dikamotse, Marketing Manager for KOO at Tiger Brands. “And so many of those memories are flavoured with KOO. With A Song for Ma, we’re saying thank you with rhythm, heart, and harmony. This campaign goes beyond Mother’s Day and celebrates every mother and mother figure who continues to show up with care, strength, and a plate full of love.”
Reviving a Classic Anthem
The “Thank You Mom” jingle, which echoed in South African homes over 30 years ago, inspires this campaign. The KOO Song for Ma competition, consequently, revives that love, as it encourages South Africans to share unspoken feelings via music and joy in a national contest. This revival truly bridges generations through shared gratitude.
Gwijo Squad Leads the KOO Song for Ma
Excited to be at the helm of the anthem, the Gwijo Squad said; “We’re incredibly honoured and excited to be partnering with KOO on such a powerful and meaningful movement,” said the Squad. “Being able to pay tribute to extraordinary women through igwijo — something so culturally rich — is special. This is more than just a song. It’s a love letter to the women who fed us, raised us, and shaped us.”
Join the KOO Song for Ma Competition
The KOO Song for Ma competition invites South Africans to sing vibrant iGwijo tributes, rallying schools to honour women who shape lives. Students, for example, should perform with energy and team spirit while wearing their school uniforms, representing their schools. Videos, lasting 1–2 minutes, can feature an anthem or war cry thanking Mom for nourishing body and soul. To enter, schools or students must, specifically, tag @KooFoodSA, use #KOOThankYouMom, and include the school’s full name in the caption. Mentioning how moms used KOO in meals, along with the emotions those meals sparked, will, additionally, boost winning chances. The competition runs from April 29 to May 31, 2025.
The competition will run from 29 April to 31 May 2025.
Win Big with KOO Song for Ma iGwijo Competition
The KOO Song for Ma competition offers, whether you’re a student or educator, a meaningful way to honour mother figures this Mother’s Day. Students can, in addition, win up to R30,000 in cash and secure R200,000 in school prizes, such as tuck shop revamps, cafeteria upgrades, musical instruments, or KOO-branded transportation.
Get Involved and Stay Connected
Follow KOO to find more on how you can enter and more on the amazing prizes up for grabs.
Facebook: @KOOFoodZA
X: @Koo_Food
Instagram: @Koofoodsa
