Brand expert John Ibeh has commended Terra Seasoning Cube’s “Unwrap Your Smile” campaign, saying that it had become a celebrated success story, connecting millions across Nigeria for its innovative and heart-centered approach.
He said at the heart of the campaign is Shade Abidoye, affectionately known as “Mummy Esther”, the winner and embodiment of Terra’s mission to bring warmth and joy to every household.
He said, “Her radiant smile and story of resilience captivated audiences and judges alike, guiding her from the semi-final stage to the grand finale, where she emerged victorious among the top three contestants. The campaign’s insight was rooted in people’s everyday experiences, emphasising how joy and resilience can uplift a community. By tapping into these profound feelings of happiness, we can create a connection and support that resonates with everyone.
“Terra Seasoning Cube set out to uncover these pockets of joy by recognising and celebrating everyday heroes who, like Mummy Esther, bring light and joy to others. Anchored by beloved personalities such as actress Chioma Akpotha and comedian Taaoma, the Terra Unwrap Your Smile campaign invited Nigerians to nominate individuals who radiate joy, generosity, and community spirit, sparking a nationwide conversation about the little moments of joy that define Nigerian households.”
Chief marketing officer, TGI Group, Terra Seasoning Cube’s parent company, Probal Bhattacharya, expressed his pride in the campaign’s success. He said, “Terra Unwrap Your Smile initiative was crafted to go beyond traditional advertising. We wanted an activation that resonated with the heart and didn’t just speak to our audience but connected with them personally. Mummy Esther’s journey and the joy this campaign brought to countless Nigerians reaffirm our commitment to making a positive impact in everyday life. Terra is here to celebrate the taste, smiles, and stories that bind us all. With “Terra Unwrap Your Smile”, Terra Cube provided a platform for human stories to shine, reminding Nigerians that even the smallest gestures, a smile, a shared meal, and a moment of laughter can have a lasting impact. Through Terra Unwrap Your Smile, Terra Cube successfully created a campaign that was not just about the product but about people, making it a trailblazer in the Nigerian advertising space.”
