For over 80 years, KOO and the mothers of South Africa have shared a remarkable journey, one intertwined with love, nourishment, and cherished memories. This Mother’s Day, KOO aims to elevate the celebration from a mere routine to a nationwide movement, inviting everyone to join in a heartfelt love song dedicated to the mother figures in their lives. Central to this initiative is the traditional form of call-and-response singing known as iGwijo, a powerful medium for expressing emotions and unifying communities.
The Essence of iGwijo
iGwijo is not just a musical tradition; it is a cultural pillar that uplifts spirits and fosters connection. This year, KOO is harnessing the essence of iGwijo to encourage South Africans to compose and share their own songs dedicated to their mothers and mother figures. The campaign, aptly named “A Song for Ma,” focuses on heartfelt storytelling, allowing individuals to articulate their gratitude and love through music.
“Mothers don’t just make meals; they make memories. So many of those memories were created with KOO products on the table. ‘A Song for Ma’ is our way of saying thank you with rhythm, heart, and harmony,” shares Neo Dikamotse, Marketing Manager for KOO at Tiger Brands. This initiative celebrates the love, care, and nurturing that mothers provide, inviting schools, students, and teachers across the nation to join in the celebration.
A Legacy of Gratitude
“A Song For Ma” builds on the iconic anthem “Thank You Mom,” which resonated in South African homes over 30 years ago. This modern expression of gratitude allows South Africans to transform their unspoken appreciation into a tangible, lasting tribute. The initiative kicks off with a singing competition starting on April 29 and running through mid-July 2025. This competition aims to celebrate love, food, and the nurturing spirit of mothers, echoing the gratitude felt by countless individuals.
The Power of Togetherness
In a country where music and communal expressions serve as unifying forces, iGwijo stands out as a powerful way to celebrate and support one another. The Gwijo Squad, excited to lead the anthem, expresses, “We’re incredibly honoured to partner with KOO on such a meaningful movement. With ‘A Song for Ma,’ we’re bringing our full energy and emotion to the table, honoring the women who’ve shaped us and fed our souls.”
Join the Movement
The KOO Song for Ma competition invites schools across South Africa to participate in this unique celebration. Students are encouraged to compose and perform their most powerful iGwijo tributes to the remarkable women in their lives. Each performance should last between one to two minutes, embodying the spirit of gratitude and appreciation. Participants are asked to tag @KooFoodSA in their posts and use the hashtag #KOOSongForMom, showcasing how KOO products have played a role in their family meals and the emotions those meals evoked.
This competition not only offers students a chance to express their gratitude but also provides an opportunity to win cash prizes of up to R30,000 for themselves and additional prizes valued at R200,000 for their schools. These prizes may include a revamp of the school’s tuck shop, upgrades to the cafeteria, musical instruments, or KOO-branded transportation.
Whether you are a student, educator, or simply someone looking to honor a mother figure, the KOO Song for Ma competition presents an extraordinary opportunity to celebrate the love and nurturing that mothers provide. As we raise our voices in song this Mother’s Day, let us create lasting memories and express our appreciation for the women who shape our lives, feeding not only our bodies but also our souls. Join KOO in this empowering movement and make this Mother’s Day truly unforgettable.