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Knorr World Jollof

Sodium Brand Solutions executed Knorr’s “Jollof Your Way: Your Story, Your Pot” campaign to celebrate World Jollof Day 2025. Through this activation, Knorr invited Nigerians to share how they make and enjoy Jollof rice; elevating the dish as a symbol of culture, memory, and community. The campaign positioned Knorr not just as a seasoning brand, but as a culinary companion in Nigerians’ most personal food traditions.

Challenge

Knorr wanted to deepen its cultural connection with consumers by turning World Jollof Day into more than a food celebration. Rather than just promoting flavor, the brand aimed to spark conversations about heritage, individuality, and shared identity; all through the lens of how different people cook, remember, and enjoy their Jollof.

Strategy

Sodium Brand Solutions’ strategy centered on storytelling, participation, and reward. First, 19 creators; referred to by Knorr as “co-wing(wo)men” – shared personal Jollof stories that ranged from childhood memories to creative culinary twists. Next, Knorr launched a digital challenge, asking Nigerians to submit photos or videos of their own Jollof creations under the hashtag #JollofYourWayWithKnorr. To incentivize participation, winners would receive curated Knorr Wingman Boxes that celebrated the spirit of community and heritage.

Execution

Creator Narrative

Leveraged 19 storytellers to share diverse Jollof-making traditions; from the smoky, spicy pots of the past to modern interpretations in new kitchens.

Social Media Campaign

Launched a user-generated content challenge, encouraging everyday Nigerians to participate by submitting their own Jollof stories and recipes.

Wingman Boxes

Winners of the challenge were rewarded with specially designed boxes that symbolized Knorr’s role as the “kitchen wingman,” highlighting the brand’s commitment to flavor and community.

Cultural Positioning

Messaging emphasized that every pot of Jollof is unique; but shared joy, tradition, and memories make it universally meaningful.

Impact & Results

This campaign showed how food can be a powerful medium for belonging and identity. By encouraging people to cook and share their own Jollof, Knorr invited everyone to celebrate their roots — and in doing so, reinforced its place in the Nigerian culinary story. Rather than dictating how Jollof should taste, Knorr listened: every pot has its story, and that’s where its true value lies.
  • The campaign featured 19 creators who added authenticity and reach to the movement.
  • It generated a significant number of entries from Nigerians across the country, each sharing a personal take on their Jollof journey.
  • Media coverage was substantial, with major outlets like The Guardian, Pulse Nigeria, and Zikoko highlighting the campaign’s storytelling and cultural relevance.
  • The “co-wing(wo)men” element and Wingman Box rewards strengthened Knorr’s positioning as a partner in the kitchen; not just a seasoning brand but a vessel for shared experiences.
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Key Takeaways

1

Narrative-driven engagement

Brands can deepen cultural resonance by using storytelling as a campaign foundation.

2

Reward + participation = loyalty

Giving users a reason (like Wingman Boxes) to share makes participation meaningful.

3

Amplify through creators

Working with diverse creators helps connect a campaign to different communities and traditions.

Clear Answers to Help You Move Forward

We simplify every step of working with us by giving you direct, honest answers to the questions brands ask most. From project timelines to activation processes and deliverables, our FAQ helps you understand how we operate, what to expect and how we ensure clarity, quality and accountability on every brief.

No. We can execute outside the shores of Nigeria. Over the years we have created memorable experiences for brands across Eastern, Western Africa and even the United Kingdom.

Over 16 years.

Experiential marketing is a set of marketing techniques that create memorable experiences (Interactions) between an organization, its brand/products and target consumers with the ultimate goal of delivering a strong and measurable Return on Investment.

  1. Coca-Cola Share-a-Coke Campaign – Mass customization ofnames on Coca-Cola Cans across multiple touchpoints (Institutions, Malls, High Traffic Areas) PAN Nigeria.
  2. 5Alive Pulpy Launch Campaign- Launch and experiential sampling of 5Alive Pulpy across several touch points (Tertiary institutions, NYSC Camps and Estates) PAN Nigeria.
  3. Coke Studio Season V Consumer Launch – An experiential event to officially Launch the Coke Studio Season V Television Programme where select consumers and key stakeholders converged for an amazing evening with the Brand

Experiential marketing has no fixed cost. Costs are based on the tools deployed and magnitude of activation scope per campaign/project.

Experiential campaigns can be run any time of the year.

Yes, we can create Premiums but it comes at a cost

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