Nigeria’s noodle brand, Indomie Noodles has kicked off its “Season to Show Some Love” campaign, running for over two weeks in the month of December, in Lagos and Ibadan.
According to the company, the campaign aimed to bring family and friends together, promote a sense of community and togetherness, and spread holiday cheer, kindness, and unity across Nigeria while encouraging citizens to engage in acts of generosity and kindness during the festive season.
The campaign featured two main activities: the Indomie Christmas Tree displayed at Jara Mall in Ikeja and Palms Mall in Ibadan, where visitors gathered, took photos, and enjoyed the holiday spirit. The other key initiative, Indomie Neighbourhood Santa Surprise, was a CSR drive in which Indomie surprised select communities with gifts and packs of noodles, promoting the spirit of love and giving. The initiative was launched through a social media challenge where participants were encouraged to share heartfelt messages of appreciation for a person who showed them love in 2024, using the hashtag #SeasonToShowSomeLove.
Marketing manager, Shravan Kumar, explained that the campaign’s goal: “Doing activation and posting online for Christmas is a normal thing but we did a unique campaign by introducing a character people can relate to – the Indomie Santa. Doing this through a campaign message “Season to show some love” which connects the brand’s key message and the essence of the festive season seamlessly was a plus for the campaign. More importantly, we lived the campaign message by giving a memorable “show some love” experience to our consumers across different touchpoints, including the physical interactions at the events, and the Santa surprise visit to people nominated online.”
Reflecting on the campaign’s success, Ebere Anajama, Campaign Project Manager, noted that the brand aimed to reach Nigerian communities through various touchpoints, from the Indomie Santa visits to the mall activations
On his part Temitope Ashiwaju, Group Corporate Communication and Events Manager at Dufil Prima Foods, remarked that “At Indomie Noodles, we believe that the true spirit of Christmas lies in sharing love, kindness, and joy with those around us. Our ‘Season to Show Some Love’ campaign was designed to bring people together, creating unforgettable memories and strengthening family bonds.”
