Seasoning brand Knorr has taken its annual festive outreach to communities across Nigeria, reaching traders and residents in 30 communities and 21 markets through its “Share the Good” campaign.
The initiative, which kicked off in the South-east and South-west, is aimed at celebrating togetherness, gratitude, and the role of food as a cultural connector, particularly during the busy festive season.
Activities have so far taken place in Enugu, Anambra, Imo, Ibadan, Akure and Benin City, transforming popular markets and surrounding communities into hubs of celebration.
Markets including Ochanja, Onitsha Main Market, Odakpu and Awada in Anambra; Ogbete and Ekeonuwa in Enugu; and Eke Uku/Relief Market in Imo played host to the campaign, alongside community visits to Asata, Egbu Town and Umu Oronjo.
The outreach later moved westward to Agbeni, Oja Oba and Shasha markets in Ibadan and Akure; and New Benin and Mission Road markets in Benin City.
Each activation featured cultural performances, interactive games and the distribution of freshly prepared jollof rice meals to traders and shoppers. Raffle draws also rewarded participants with branded gift items such as microwaves, gas cookers, umbrellas, fanny packs and other instant prizes.
A major highlight of the campaign was the jollof cook-off held at each market, where two market women competed in live cooking challenges. The contests, which drew enthusiastic crowds, ended with winners receiving cooking pot sets and Knorr Wingman Boxes, reinforcing the cultural significance of food in Nigerian communities.
Speaking on the initiative, Dami Dania, Food Demand Creation Lead at Unilever Nigeria Plc, said the campaign reflects Knorr’s long-standing belief in the unifying power of food.
“At Knorr, we believe food is more than nourishment — it’s a force that brings people together, especially during the festive season,” Dania said. “For this reason, Share the Good was designed to further reflect that. This is a community-focused initiative that encourages the sharing of nutritious meals, inspires acts of kindness, and promotes healthy eating, particularly during festive periods.”
She added that the first phase of the campaign in Enugu, Anambra, Imo, Ibadan, Akure and Benin demonstrated how shared meals can strengthen bonds and create collective joy.
Following the completion of its first phase, Knorr said the campaign will continue in Port Harcourt, Delta, Abia and Lagos, as it works toward reaching its target of 30 communities and 21 markets nationwide before the end of the festive season.
Through the campaign, the brand says it remains committed to using food as a bridge for connection, celebration and community bonding during one of Nigeria’s most culturally significant periods.
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