Global online restaurant discovery app, Zomato, has tapped local hip-hop artist, Reason Lebaka, as their first ever South African brand ambassador.
Zomato is linking up with the “Bump the Cheese Up” hitmaker to develop innovative ways to engage with a broader audience and grow the foodie culture in South Africa.
This partnership is the first of Zomato’s month-to-month brand ambassadorship campaign which began on 15 June.
According to the country manager for Zomato, Heino Gehle, the partnership with Reason is an example of how the online restaurant discovery app is pioneering new ways for brands to engage with South African artists and their fans.
“This creates a creative and commercial collaboration that serves both artist and brand,” said Gehle.
“The company has a true understanding of the power of music and fans of music. We also believe that food is just as universal as music and blending the two can only be a recipe for good things to come.”
Reason has been on the hip hop scene since he was a kid and says his venture into the foodie world is more than just a personal decision.
“The company I run with my three partners, Kool Out Concepts, has a multi-purpose venue that will soon host a restaurant. My partners and I are passionate about food and entering the foodie world is part of my journey to educate myself about all things food and entertainment,” he said.
The hip hop artist will visit some of Joburg’s best-rated restaurants with friends, children and will also give five of his fans the opportunity to dine out with him during the month of June/July.
“I have always been an avid admirer of the power of ‘breaking bread’ with family, friends, business partners and fans. Food incites conversation and intimacy and I am all for connecting with people in various forms.”
He added, “I hope to gain insight on various worldly palettes and obtain a better understanding of food and the mechanics behind the food industry in general”.
Every month, Zomato will bring on a new and familiar face to take on the foodie world and represent the brand.