The Challenge
The task was to create a campaign that not only showcases the Terra Seasoning cube’s value but also creates a deeper connection with our audience in a market saturated with multiple seasoning brands and products, all targeting the same audience.
Solution
Cooking isn’t just about following a recipe, but also about taste, flavor, and aroma, all coming together to create moments of joy and connection between our target audience and their loved ones. So, with our campaign message – Unwrap Joy, Unleash taste – we chose to focus on how the process of cooking with Terra seasoning cube can unleash a joyful moment for the one cooking, which in turn creates an unforgettable meal experience for their loved ones, just the way, a conductor passes on rhythmic direction to an orchestra.
Music and magic were the key execution drivers. We used a popular actress in person of Chioma Akpotha to showcase the joy that Terra seasoning cube brings to the faces of everyday mothers and their loved ones through a classical musical performance. In the performance, she stood as the chief conductor of the kitchen, conducting the most beautiful orchestra of culinary mastery, which not only placed a spotlight on the art of cooking but placed the delicious Terra Seasoning cube as the hero. We leveraged a multi-channel approach, incorporating radio, OOH banners, print, tactical brand activation, and digital ads to reach our target audience at every possible touchpoint.
Results
- The campaign sparked conversations with individuals sharing their Terra Moments on social media.
- The campaign won TGI’s Best Marketing Campaign of the Year at the Marketing Edge Brands and Advertising Excellence Award.
- The campaign won 15 awards in addition to the Grand Prix Award at LAIF 2023 * The campaign garnered 841K views on YouTube
