NikNaks, “OwnYourNak”

The 2025 South African Resonance Marketing Award was awarded to NikNaks for #OwnYourNak – a campaign that authentically embraced kasi culture to reconnect the brand with South African youth.

Judges praised the campaign’s authentic approach, deep understanding of the target audience, and strategic integration of insights into all aspects, from product development (NikNaks Cheesy Kota) to communication (featuring a budding local artist, Uncle Vinny) and empowerment (bursary program). 

The campaign effectively addressed a business problem with a uniquely South African solution, demonstrating a clear understanding of cultural nuances while leveraging local insights to deliver impressive brand and business results. 

Well done to NikNaks and Accenture Song team!