LG Electronics engaged consumers in Nairobi through a two-week shopper campaign held during the Carrefour Brand Festival, culminating in a live draw event at Two Rivers Mall on April 21, 2026.

According to the company’s press release, the festival brought together 45 consumer brands offering promotional pricing and customer rewards. LG used the platform to showcase its home appliances and electronics while running a prize draw for shoppers who made qualifying purchases at selected Carrefour stores.

To participate, customers were required to purchase select LG products worth at least KES 14,000. Qualifying shoppers were entered into a draw to win LG appliances including microwaves, refrigerators, washing machines and smart televisions, the company said.

The activation highlights the increasing role of large-format supermarkets and mall-based retail in Kenya’s distribution of consumer electronics and durable goods, where brands are seeking to drive foot traffic and conversions through in-store demonstrations, bundled offers and reward mechanics.

LG positioned the campaign as part of its retail partnership approach. The company said the initiative was intended to strengthen direct consumer engagement through established shopping platforms and to support the growth of Kenya’s modern retail segment.

“We are proud to be part of initiatives that bring our products closer to customers,” said Irene Mwangi, Regional Manager of LG East Africa’s Go-to-Market team, speaking during the award ceremony.

Mwangi added that, “This campaign demonstrated how strong partnerships can translate into real value for consumers while strengthening the retail ecosystem that supports technology access across the region. As LG, we remain committed to delivering innovation that responds to the needs of today’s connected homes.”

For Kenya’s retail and consumer goods market, such campaigns can influence short-term sales volumes in categories such as televisions and large appliances, which are often sensitive to price incentives and financing availability. They also underscore the competitive push among electronics brands to secure visibility in high-traffic retail destinations, as shoppers increasingly compare products in-store before purchasing.

LG did not disclose the number of participating shoppers, the value of prizes awarded, or sales performance from the campaign. Future milestones would include similar co-branded promotions and in-store activations as brands and retailers continue to compete for consumer spending in Kenya’s mall and supermarket ecosystem.

LG Electronics East Africa has reinforced its retail partnership with Carrefour Kenya through a two-week consumer campaign conducted during the Carrefour Brand Festival, culminating in a live prize draw at Two Rivers Mall in Nairobi on March 19, 2025.

According to LG, the campaign was run in selected Carrefour outlets and required customers to purchase selected LG products worth at least KES 14,000 to qualify for entry into a draw. Prizes included LG appliances such as microwaves, refrigerators, washing machines and smart televisions.

The company said the initiative took place during the Carrefour Brand Festival, an event it said brought together 45 consumer brands offering promotional pricing and customer rewards. LG described itself as one of the headline partners at the festival, using the period to showcase its home appliances and electronics while strengthening its commercial relationship with Carrefour, which it termed an important retail distributor in the region.

The campaign also underscores the role of large-format retailers in Kenya’s formal consumer goods and electronics market, where brands increasingly rely on organised retail outlets to reach urban shoppers and run measurable, store-based promotions. For electronics and home appliances, retail-led campaigns can support demand by combining point-of-sale visibility with consumer financing options and bundled promotions, although LG did not disclose sales volumes or the total value of prizes issued.

Speaking during the award ceremony, Irene Mwangi, Regional Manager in LG East Africa’s Go-to-Market team, linked the promotion to Carrefour’s growth in Kenya and LG’s plans to continue working with the retailer across the region.

“We are proud to celebrate this milestone with Carrefour, a partner that has played an important role in bringing our products closer to customers,” Mwangi said, according to the press release.

Mwangi added: “This campaign demonstrated how strong partnerships can translate into real value for consumers while strengthening the retail ecosystem that supports technology access across the region. As LG, we remain committed to deepening this relationship as we continue delivering innovation that responds to the needs of today’s connected homes.”

In Kenya, partnerships between multinational electronics brands and large retailers such as Carrefour have become a key route to market, particularly as retailers expand their store networks in major urban centres. LG said Carrefour’s footprint over the past decade has made it a significant channel for reaching a growing base of urban consumers, positioning joint campaigns as commercially relevant for both companies.

Going forward, similar promotions are likely to remain a feature of the appliances and consumer electronics segment, as brands compete for shopper attention in an environment of price sensitivity and higher household cost pressures. LG did not announce the timing of a follow-up campaign, but said it intends to deepen collaboration with Carrefour across East Africa.