Reason to connect food with music
JOBURG - Zomato has officially announced a brand new partnership between the global online restaurant discovery application and its first-ever South African ambassador, rapper, Reason.
It is no secret that Zomato has been connecting food lovers with the food they love across the globe, but now they’ve struck a new partnership that has foodies and musos talking.
The app has officially announced that the Bump the Cheese Up hitmaker will be the new, proudly South African face of the company for the time being.
The hip-hop star’s time with the company began on 15 June and will last one month. Once his time is up, there will be a new ambassador announced to the public, all as a part of their month-to-month brand ambassadorship campaign. The campaign came about as a way to connect the brand with South African artists and their fans, and furthermore tap into another section of the market.
“This creates a creative and commercial collaboration that serves both artist and brand,” said country manager for Zomato, Heino Gehle.
It was the quaint, little cafe in Braamfontein called Daleah’s that set the scene for the announcement to be made.
Reason brought some of the people who were most important to him to the cafe to be a part of the occasion and join him in digging into the hearty breakfast provided by Daleah.
“I found myself in a place where I was interested in having conversations with people and I’m of the belief that good food is a good way of starting conversations with people,” said the rapper.
The hip-hop artist will visit some of Joburg’s best-rated restaurants with friends and family and will also give five of his fans the opportunity to dine out with him during the month of June/July.
The partnership will allow the food review app to reach out to music fans across the country, through Reason, and connect the food world to the music world.
