Terra Seasoning Cube’s Unwrap Your Smile campaign has become a celebrated success story, connecting with millions across Nigeria for its innovative, heart-centered approach. At the heart of this campaign is Mrs. Shade Abidoye, affectionately known as “Mummy Esther”, the winner and embodiment of Terra’s mission to bring warmth and joy to every household. 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 the everyday experiences of people, emphasizing how joy and resilience can truly uplift a community. By tapping into these profound feelings of happiness, we can create a sense of connection and support that resonates with everyone. Terra Seasoning Cube set out to uncover these pockets of happiness 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, 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.

The response was overwhelming. Thousands of entries, tags, and mentions flooded in, with nominations highlighting small business owners making a difference in their communities. The stories were filled with individuals who provided affordable services, extended kindness, and uplifted their neighbourhoods. Even after the call for entries ended, massive mentions continued, reflecting the campaign’s emotional resonance with Nigerians.

To bring the campaign even closer to the people, Terra Cube took it to the streets of Lagos, engaging locals in fun activities like tongue twisters, singing, and rap challenges. These interactions brought smiles to participants’ faces, and many were rewarded with a Terra Cube gift box, spreading joy even further. Through these on-the-street engagements, Terra Cube connected with the masses with relevance & authenticity, making it a favourite across media platforms.

Through community nominations, Mummy Esther emerged as one of the prominent local heroes in the campaign. Her impact, resilience, and ever-present smile deeply resonated with those around her, securing her the top spot. As part of her reward, Terra Cube offered her a complete business facelift, her shop was fully revamped, and she received cartons of Terra Seasoning Cube to support her continued efforts to bring smiles to those around her.

“I heard about the challenge from one of my church members and never imagined I would be the winner, the change is amazing,” Mummy Esther shared with joy.

“People are surprised when they see my shop’s transformation, and I proudly tell them it’s Terra Cube. Before, when it rained, I had to rush to pack my wares, but now I just close the window Terra made for me. What touched me the most is that, beyond revamping my shop, Terra stocked it with a variety of their products, and every time I open my shop, I feel so happy. I never expected all of this, my family is happy, my children are happy, and even those around me share in my joy. People who once looked down on me are now coming to be my friends. Thank you, Terra, for unwrapping my smile and bringing this incredible change to my life.”

Probal Bhattacharya, Chief Marketing Officer, TGI Group, Terra Seasoning Cube’s parent company, expressed his pride in the campaign’s success: “Terra Unwrap Your Smile initiative was crafted to go beyond traditional advertising. We wanted an activation that resonated with the heart, one that didn’t just speak to our audience but connected with them on a personal level. 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 not just the taste but also the 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.

Terra Seasoning Cubes are made up of wholesome, carefully sourced essential ingredients specially designed to meet the discerning Nigerian consumers’ needs in every meal, offering great taste, flavour, and aroma for that unique cuisine experience. Every meal cooked with Terra guarantees an enjoyable meal and a rich signature homemade taste experience. Available in Beef, Chicken, and Jollof flavours, in various consumer-friendly pack sizes nationwide.

Meet the smiling star of Terra’s “Unwrap Your Smile” campaign