Terra Seasoning Cube
Unwrap Joy, Unleash Taste.
A late entrant turned cooking from a chore into a joy, and grew 3x.
- TV
- OOH
- Sponsorship
- 3x volume and value
- 8.7% volume share
- 5.8% Meta engagement vs 0.15% benchmark
- 17 Laif awards incl. Grand Prix
Terra entered the seasoning market late and had to win share from established brands. Research showed many Nigerians saw cooking as a chore rather than a chance to share joy with loved ones.
We positioned Terra as an invitation to the joy of cooking for family. A 60-second TVC with Chioma Akpotha ran in English, Yoruba and Hausa across more than 3,500 TV spots, with large-format OOH nationwide, football and telenovela partnerships including Zee World, and spots around the presidential address.
Per Nielsen Q2 2023, Terra grew 3x in volume and value to an 8.7% volume share and 8.1% value share, becoming the fifth biggest seasoning brand. The campaign reached over 68% of the audience at 2,510 GRPs, drew over 2.5M views, and won 17 awards at Laif including the Grand Prix, and 4 at the ADVAN African Awards including Campaign of the Year.