The challenge

I n 2014, after Walmart’s acquisition of 51% stake in Massmart, Ninepoint was tasked to create a brand for the organisation. As one of Africa’s largest retail and wholesale groups with 300 stores in 9 sub-Saharan countries, Massmart is home to some of Africa’s most loved brands. With very little brand presence, Massmart needed to both raise awareness and resonate with a local audience as well as assimilate with the Walmart brand.