Heartwarming Interview Featuring Young Soweto Spaza Shop Owner Who Won R50 000′ Makeover . A 19 year old woman from Chiawelo, Soweto, recently became the recipient of a R50 000 makeover prize by Knorrox for her family spaza shop. Charity Mutavhatshindi together with Knorrox recently did an interview with Youth Village
Interview With Knorrox’s Marketing Manager, Thobeka Goba
1. What inspired Knorrox to launch the Biiig Wins competition, and how were the winning entries chosen?
Knorrox launched the Biiig Wins competition to celebrate its rich, meaty taste while giving back to its loyal consumers. The campaign was designed to reward everyday South Africans with a share of R1 million in prizes, including cash, airtime vouchers, and store makeovers.
Participants entered by purchasing Knorrox stock cubes and dialing a USSD code. Winners were selected weekly, with 200 “Cash Cow” winners receiving R5,000 each. While most winners were drawn at random, Knorrox and its agency retained the right to select winners based on judging criteria, especially for higher-tier prizes like the R50,000 store makeover.
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2. Why did Knorrox focus on supporting township-based spaza shops in particular?
Knorrox’s focus on spaza shops aligns with a broader national movement to empower township economies. These shops are vital to local communities, offering accessible goods. However, they often face challenges like limited access to capital, infrastructure, and compliance support.
By partnering with initiatives like the Spaza Shop Support Fund, Knorrox helps address these gaps through financial aid, training, and infrastructure upgrades. We ensure these businesses can thrive and
remain competitive.
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3. How does this initiative tie into Knorrox’s broader mission of empowering communities and small businesses?
Knorrox’s mission goes beyond flavour, it’s about nourishment with purpose. Through campaigns like “We Give A Bull”, Knorrox supports grassroots heroes like Mam’Sindi, who runs a soup kitchen in KwaDukuza. The brand also launched a new Kitchen in Qgebergha, EC, where Mam Tsotso, a container kitchen that helps feed the Motherwell community .
These efforts reflect Knorrox’s commitment to fortification, education, and empowerment, especially in undeserved areas.
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4. What have been some of the most inspiring success stories from the campaign?
One standout story is Mam’Sindi’s soup kitchen, which feeds hundreds weekly and became the emotional anchor of Knorrox’s purpose-led movement. Her dedication inspired the launch of the We Give a Bull, which continues to uplift other community champions across the country.
Additionally, social media has been flooded with heartwarming stories from families celebrating milestones with Knorrox meals to spaza shop owners receiving makeovers that transformed their businesses.
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5. Are there plans to continue or expand the Biiig Wins competition in future, perhaps offering more business-focused support?
Yes, the Biiig Wins competition was extended due to its popularity, and there are strong indications that Knorrox will continue evolving the campaign. While the official future hasn’t been detailed, the brand’s increasing focus on community empowerment, and nutrition education suggests that community-focused initiatives. This is especially for spaza shops and local entrepreneurs, could be on the horizon.
Response From the Winner
I’m 19 years old, I’m currently cabin crew student at EPT Aviation
college.
1. Can you take us back to the moment you found out you had won the Knorrox Biiig Wins R50 000 spaza shop makeover?
I won’t forget that day. After I received the call from Knorrox, I immediately called my mom and dad.
2. What was your parents’ reaction when you shared the news with them?
They thought I was joking!
3. How would you describe your spaza shop before the renovation and how has it changed since?
The renovations included refurbishing the shelves, the flooring and repainting the interior and exterior walls. Previously there was a leak on the spaza shop roof and the floors were badly damaged. Since the renovations I see now, I have more customers than earlier this year.
What advice would you give to other young South Africans interested in starting a spaza shop or small business?
I can encourage those who want to run their own business to try a spaza shop.
