Safaricom and Sprite Launch ‘Hook’d on Fresh’ Masterclass
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Safaricom and Sprite Launch ‘Hook’d on Fresh’ Masterclass Series to Empower Kenya’s Next Generation of Creators
Safaricom PLC has partnered with Sprite to launch the Hook’d on Fresh Masterclass Series, a nationwide creator programme designed to equip young Kenyans with skills to thrive in the digital content economy.
The initiative, launched at Jomo Kenyatta University of Agriculture and Technology (JKUAT), is part of Safaricom’s youth platform Safaricom Hook and Sprite’s broader “It’s That Fresh” campaign.
The programme will tour four university campuses across the country and is expected to reach more than 40,000 students.
Training the Next Generation of Digital Creators
The masterclasses are hosted by some of Kenya’s most influential digital creators, including Carrie Wahu, Tileh Pacbro, Charisma, and dance collective Cluster KE.
The sessions will focus on practical aspects of digital creation, including:
Participants will also experience hands-on learning sessions paired with live engagement activities, powered by Spriteand the Safaricom Hook BLIVE bundle available via *555#.
Launch of the Hook’d on Fresh UGC Challenge
Alongside the masterclass series, Safaricom and Sprite have launched the Hook’d on Fresh User Generated Content (UGC) Challenge, a national digital competition inviting Kenyan youth to create short-form videos showcasing their creativity.
Participants can submit content across categories such as music, sports, fashion, and comedy, posting their entries on TikTok or Instagram using the hashtags #Hook’dOnFresh and #SafaricomHook, while tagging the official Sprite Kenya and Safaricom Hook pages.
The challenge features a tiered reward system, with 403 digital creators expected to win across nine prize levels.
Cash rewards range from KES 3,000 to KES 20,000, while outstanding creators will also receive smartphones and data bundles from Safaricom Hook.
Top performers will be selected monthly based on cumulative views, creating an incentive structure that extends beyond the campus masterclass sessions.
Safaricom and Sprite Launch ‘Hook’d on Fresh’ Masterclass
Built With and For Gen Z
The collaboration reflects both brands’ commitment to engaging and empowering young audiences.
“By partnering with Safaricom, the network that powers the digital lives of millions of young Kenyans, Sprite is creating a seamless bridge between physical activation and digital participation,” said Juliana Kituma, Director of Marketing at Coca-Cola Kenya.
She noted that the programme forms part of Sprite’s broader “It’s That Fresh” campaign, which positions the brand as helping young people maintain clarity and confidence under pressure.
Safaricom’s Chief Consumer Business Officer, Fawzia Ali-Kimanthi, said the initiative aligns with the company’s broader vision of youth empowerment through connectivity.
“At Safaricom, we believe connectivity goes beyond data; it is about unlocking what young Kenyans are capable of,” she said.
“Through our partnership with Sprite, we are bringing together culture and creativity while putting real tools, skills and rewards directly into the hands of the next generation of creators.”
A Platform for Youth Expression
Complementing the masterclasses, the Safaricom Hook Green Couch will tour campuses as a “podcast on wheels,”giving students a platform to share their experiences, ambitions and stories through authentic youth-led conversations.
Through the Hook’d on Fresh Masterclass Series, Safaricom and Sprite aim to build a long-term ecosystem for digital creators in Kenya one that recognises talent, rewards creativity and nurtures the next wave of storytellers in the country’s growing digital economy.
