Naivas and Safaricom M-Pesa Partner to Celebrate Mothers with Special Mother’s Day Activation
Naivas Supermarkets, Kenya’s leading retail chain, and Safaricom’s M-Pesa platform have come together to honor mothers across the country with a heartfelt Mother’s Day activation held over the weekend of May 10 and 11. The initiative, which took place in select Naivas stores in Nairobi and other regions, celebrated the central role of mothers while encouraging the use of digital payment solutions for a seamless shopping experience.
The activation featured special rewards for female shoppers using M-Pesa QR code payments, including Naivas shopping vouchers, Safaricom airtime, umbrellas, and mama packs. The campaign culminated in a high-profile customer engagement on Sunday, May 11, with leadership teams from both companies visiting stores to interact with shoppers and demonstrate the simplicity of M-Pesa digital transactions.
In an official press statement released today, Andreas Von Paleske, Chief of Strategy at Naivas Supermarkets, highlighted the inspiration behind the campaign:
> “We come together not just as businesses, but as members of the communities we serve, to celebrate the heart of every home—our mothers. This partnership is rooted in a shared purpose: to appreciate the incredible role mothers play in our society and in our economy. Women, and especially mothers, influence over 80% of household purchasing decisions. They are planners, providers, caregivers—and they are the core of our customer base.”
He added, “Together with Safaricom, we are offering curated rewards to female shoppers who use the M-PESA App for their purchases. It’s a simple gesture of appreciation, made possible by a powerful collaboration. We see this campaign not as a one-off, but as the beginning of a deeper engagement between our two brands, both of which are deeply woven into the fabric of everyday Kenyan life.”
Echoing the sentiment, Safaricom CEO Dr. Peter Ndegwa said, “This partnership is part of our 25th anniversary celebrations and reflects our commitment to creating meaningful experiences for customers. We believe in celebrating the pillars of our society, and especially mothers who play such a vital role in our communities.”
The collaboration blends Naivas’s expansive retail presence—110 stores across Kenya and a loyalty program with over 2.5 million active members—with M-Pesa’s robust mobile money infrastructure, which serves over 30 million users and processes more than 30 million transactions daily.
By integrating M-Pesa QR code payments into the retail environment, the partnership promotes digital transformation while ensuring customers benefit from a secure, fast, and convenient payment experience. Both companies emphasized their commitment to improving the everyday lives of Kenyan families through innovation and community-focused initiatives.
As Mother's Day 2025 draws to a close, the success of this activation underscores the impact of purposeful corporate collaboration, and the powerful role of mothers at the heart of Kenya’s households and economy.
About Naivas Supermarkets
Naivas is Kenya’s largest supermarket chain, with 110 stores nationwide. Committed to delivering a superior shopping experience, Naivas continues to invest in digital innovation and customer-centric solutions to meet the evolving needs of the Kenyan shopper.
About M-Pesa
M-Pesa is Africa’s leading mobile money platform, offering secure and convenient financial services to over 30 million users in Kenya. Its QR code payment system provides a seamless checkout experience and is integrated across thousands of merchants nationwide.
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