Everybody in Mzansi knows that Rama turns good food into great food. And sometimes, it tastes so good that words simply aren’t enough. That’s Ramalicious.
Everyone knows the feeling. You take that first bite and the taste is so good, you run out of ordinary words to describe it. In Mzansi, we don’t always explain that feeling. We express it through our own sounds, slang, language and music: Nca. Yho! Lekker! Imnandi!
The Rama Songbook turned this cultural truth into a campaign platform where familiar South African dishes are transformed by Rama into playful, memorable expressions of deliciousness.
We didn’t just translate the campaign into different languages. We created each execution from the culture, language and musical traditions of its audience. Each dish gets its own language, musical genre and uniquely South African expression of taste.

AMAQANDA TOPS
For the isiXhosa execution, we took another everyday favourite: amaqanda, eggs.
The morning ritual of eggs sizzling in the pan becomes the starting point for an Afro Soul performance. As Rama elevates the taste, the singers turn that feeling into a simple, catchy expression that feels natural to the culture and language: “AMAQANDA TOPS! AMAQANDA TOPS!”
Across all three executions, language, food and music are not decoration. They are the creative idea. We used cultural insight to make each expression feel locally born, while the overarching thought remains unmistakably Rama - Rama turns good food into Ramalicious.