The Mama Koo Show was an iconic destination-listening radio feature that aired on 6 ALS Stations for over a decade, building a dedicated audience of LSM 5-7 women whose values were reflected in those of the brand.


The hostess of the show, Mama Koo, empathic and informative, became part of the South African cultural landscape, rendered in the mother tongue of each station in Sepedi, Setswana, isiXhosa, isiZulu and Sesotho.


Koo was awarded a Grand Prix by the Sunday Times Top Brands Survey two years running, confirming its status as South Africa’s Favourite Brand. This was due in no small part to the consistent presence of the Mama Koo Show on air.


A campaign that began as a promotional brief migrated through the line to become a main campaign driver.