Cecily Mbarire’s sweets campaign in Mbeere North garnered attention in Embu, as the county governor personally distributed sweets from candy packets to enthusiastic residents, thereby rallying support for UDA candidate Leonard Muriuki in the fiercely contested Mbeere North by-election.
On November 20, Mbarire made surprise stops at trading centres in Siakago and Ishiara, dipping into bags of boiled sweets and lollipops that she distributed to voters, promising “even sweeter development” if voters back Muriuki in the December 9 poll.
The light-hearted tactic, captured in viral videos showing crowds cheering as the governor tossed treats from several packets, with each getting 5-10 sweets, has divided opinion between those calling it harmless voter wooing and critics labelling it blatant inducement.
Mbarire, fresh from chairing the Council of Governors, framed the gesture as a preview of better days ahead. “These sweets are just a taste. When Leonard Muriuki wins, we will bring real sweetness: water projects, better roads, and bursaries for every child,” she told a rally at Iciara market, flanked by the candidate and local MCA hopefuls.
Opposition Kenya Kwanza defectors and Azimio-leaning Residents accused the sweets stunt of being “cheap vote-buying”, with one Siakago trader saying, “Sweets today, forgotten tomorrow. We need jobs, not sugar.”
Muriuki, a former county executive, leaned into the fun, helping distribute the treats while pledging to prioritise youth employment and irrigation schemes if elected.
Governor Mbarire’s personal touch—stopping to chat with elderly women and posing for selfies—contrasts with rival campaigns relying on billboards and radio spots.
Local opinion polls by Mizani Africa show a tight race, with UDA leading at 48 per cent thanks to the governor’s hands-on approach. Campaign trail buzz aside, Cecily Mbarire’s sweet campaign in Mbeere North 2025 highlights the colourful, sometimes controversial tactics defining Kenya’s by-elections.
