This article assesses the local organisation of the Economic Freedom Fighters (EFF) in its first participation in South Africa’s local government elections in 2016. Drawing on original interviews with local party activists, it explains how the EFF’s brand of populism mobilised at the grassroots level during its formative years. The study argues that the party’s populist style was effective because it helped appropriate existing diverse networks of political activists by positioning itself as the voice of ‘ordinary black people’ against business and government ‘elites’. This orientation of the EFF appealed to youth, activists, and mineworkers who felt excluded from the African National Congress (ANC); while the protests and regalia of its populist style nurtured feelings of collective identity and efficacy among local party organisers. The article indicates how a populist style can be effective in exploiting generational cleavages to build a viable opposition party within the constraints of a dominant party system.