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Knorr World Jollof Day 2024

To celebrate Knorr World Jollof Day 2024, Sodium Brand Solutions partnered with Knorr to execute the “Good Jollof on the Road” campaign across Lagos. Designed to honour one of Nigeria’s most celebrated dishes, the activation brought the Knorr brand directly to consumers through memorable roadside experiences, reinforcing Knorr’s position as the essential seasoning for great-tasting Jollof rice.

Challenge

Knorr sought to strengthen its association with Nigeria’s most loved cultural dish by increasing awareness, consideration, and purchase during World Jollof Day. The campaign aimed to deepen brand relevance during a key cultural moment, reinforce Knorr’s superior flavour credentials, and reconnect with consumers through engaging brand experiences.

Strategy

Sodium Brand Solutions developed an experiential campaign that transformed Lagos roads into moments of surprise and delight. Guided by the “Good Jollof on the Road” campaign, we combined culinary expertise, influencer engagement, and strategic consumer interactions to celebrate World Jollof Day while creating memorable brand experiences that encouraged product affinity and strengthened Knorr’s cultural relevance.

Execution

Citywide Road Activation

We deployed four activation teams across strategic locations in Lagos, engaging commuters and road users with specially curated Good Jollof Boxes during peak traffic periods.

Culinary & Influencer Collaboration

Three renowned Knorr chefs (Eativists) curated signature Jollof meals, while three Knorr influencers amplified the campaign through engaging content and live consumer interactions.

Strategic Consumer Engagement

The activation rewarded consumers who reflected the Knorr brand spirit, including individuals wearing green, families travelling with children, and motorists driving green vehicles, creating memorable surprise-and-delight moments.

Logistics & Campaign Delivery

Sodium Brand Solutions managed the campaign end-to-end, overseeing planning, logistics, field operations, staffing, and seamless execution across all activation locations.

Impact & Results

The Good Jollof on the Road campaign successfully connected Knorr with thousands of consumers during World Jollof Day, combining memorable brand experiences with strong digital engagement to reinforce Knorr’s leadership in Nigeria’s culinary culture.

  • Successfully activated 4 strategic locations across Lagos.
  • Deployed 4 dedicated activation teams across key traffic corridors.
  • Distributed 2,000 Good Jollof Boxes to consumers.
  • Reached over 5,000 consumers through direct on-ground engagement.
  • Generated over 150,000 digital reach across campaign platforms.
  • Achieved more than 200,000 campaign impressions through digital amplification and influencer engagement.
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Key Takeaways

1

Cultural Moments Build Brand Relevance

Connecting with consumers during meaningful cultural celebrations strengthened Knorr’s position as an essential ingredient for Nigeria’s favourite Jollof rice.

2

Experiential Marketing Drives Engagement

Combining surprise roadside activations with culinary experiences created memorable interactions that extended beyond product sampling.

3

Integrated Campaigns Deliver Greater Impact

The combination of on-ground activation, influencer storytelling, and digital amplification expanded campaign reach while increasing consumer engagement and brand visibility.

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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