In a refreshing departure from the celebrity-heavy marketing norm, Terra Seasoning Cube has rolled out a bold campaign that places the spotlight on everyday Nigerians—real people whose inspiring acts of kindness are transforming their communities. Aptly themed “Unwrapping Joy,” the initiative highlights how brands can move beyond endorsements to foster meaningful engagement by celebrating the very people who use and love their products.
Instead of simply launching another ad featuring its star ambassador, actress Chioma Akpotha, Terra opened its arms, and platform, to consumers. Through an open call for participation, three outstanding individuals were selected to temporarily step into the role of Terra Cube Ambassadors, telling their own stories and executing community projects with the brand’s support.
One of the standout ambassadors is Franca Eze, a cervical cancer survivor turned health advocate. Motivated by her personal experience and the belief that ‘awareness saves lives’ Franca launched a free breast cancer screening initiative in Ajegunle, Lagos. Supported by Terra, her project reached underserved women in commemoration of International Women’s Day, bringing both critical health services and renewed hope to a community in need.
Another ambassador, Joel Abayomi, took his campaign to the roads of Lagos. Moved by the daily grind of commercial drivers, Joel initiated a care package distribution program to express appreciation for their often-overlooked role in the city’s functionality. With Terra’s backing, his gesture brought comfort and visibility to a workforce that keeps Lagos moving.
Then there’s Victoria Onyenweama, who turned her focus to the future of Nigerian healthcare—medical students. Recognizing the intense stress and limited downtime they face, Victoria organized a relaxation and appreciation day for students at LASUTH, filled with games, food, and laughter. Her goal? To help future doctors find joy and community, even amid their demanding schedules.
Through the actions of Franca, Joel, and Victoria, Terra Seasoning Cube has underscored the true meaning of brand purpose—connecting with people in ways that matter. Their stories not only amplify Terra’s brand values but also create ripple effects in society, proving that everyday acts of kindness can have extraordinary impact.
According to Probal Bhattacharya, Chief Marketing Officer of TGI Group, this campaign is about placing consumers at the heart of the brand’s journey.
“At TGI Group, we believe that our consumers are the heart of our brand. Their love and loyalty inspire us, and we are committed to involving them in every step of our journey. This initiative is a testament to that commitment.”