INSIGHT DRIVING THE IDEA
Life in Nigeria can be demanding, often leaving people drained and craving a bit of simple happiness. Food plays a crucial role here, acting as a source of comfort and joy amid the daily grind. Through research, we unearthed a universal desire among Nigerian consumers: the effortless ability to elevate the taste, aroma, and flavor of their meals without juggling countless different seasonings. Cooking also emerged as a pain point, seen as a chore rather than a chance to share joy with loved ones.
This insight became the fuel for the “Unwrap Joy, Unleash Taste” campaign. The focus – weaving magic in the kitchen and going beyond the expected. We don’t just offer a seasoning cube; we offer an invitation to experience the pure joy of crafting delicious meals for your family.
Execution
How did we get to unwrap joy and leave so many talking? Launching the world class TVC featuring Chioma Akpotha.
The 60 seconds TVC produced in 3 languages – English, Yoruba and Hausa with over 3500 ad spots in Television stations airing On Terrestrial, Cable/Satellite and National as well as all leading Regional channels considered.
This was done alongside Large Format OOH execution across the country.
We partnered with Media properties to connect with consumers leveraging one of the biggest passion points of Nigerian consumers – Football, and telenovelas such as( Zee world).
Considering the situation of the country, we leveraged the presidential address speech to the public by placing our spots just before and after the speech.
We leveraged NTA( the widest reach in the country) and Channels to ensure we reach our target audience across the country.
Results: According to the Nielsen report (Q2 ‘23 report), Terra seasoning cube despite been a late entrant has continued to grow and gain market shares from established key players. Terra cubes has gained 3X in volume and value – 8.7% volume share and 8.1% value share and is currently the 5th biggest seasoning brand ahead of Onga, Royco, Dangote and Gino Max.
The Campaign extensive net reach significantly boosted brand awareness, reaching an impressive combined audience of over 68% across various media platforms at 2,510 GRPS optimal mix media planning. On Digitals, the campaign maintained an optimal frequency which enhanced the recall. The campaign generated over 2.5M views, 253 earned shares and quality ranking above average, showing that the ads resonated well with the audience.
The engagement rate of the campaign was also 5.8% on Meta which is above the industry average benchmark of 0.15%, this shows that audience relate with the ads so well.
Awards: The campaign won 17 awards at Laif including the Grand Prix Award
4 Awards at the ADVAN African Awards including the campaign of the year