Suddenly, a gastronomic trend is sweeping stronger across Nigeria, and the who-is-who in the brand landscape plugging into the culture in FOMO.

Brands know that food is a top necessity across all socio-economic segments; and are stylishly forging creative association in quest of acceptance, traction brands will continue to seek opportunities to connect to foods, even the very unlikely ones.

While Coca-Cola may have been the first in recent times to creatively explore food-inspired campaigns, it may actually be Peak Milk that truly practiced it and made it more sustainable, with the launch and execution of Pecadomo.

Within a year, several Pecadomo recipes have been conceived; which benefited the brand in terms of equity and market share. Then, the Pandora box was let open and top brands began to plug in, attracting foodies into their offerings.

In June 2017, at the Muri Okunola Park in Lagos, Baileys, who claims to be the No 1 Irresistible Cream Liqueur, hosted the public to an event to showcase different ways of infusing Baileys into delicious treats such as cakes, doughnuts, waffles and cocktails. The event marked the beginning of series of activities to celebrate the baking culture and professional bakers in Nigeria.

The brand paraded A-list celebrities like Funke Akindele, Alexx Ekubo, Waje and Mai Atafo. Also Lolo, Chef Eros and some upcoming chefs were on ground.

My-brand-can-doGuinness also came up with demonstrating how Guinness Stout can be used to prepare beefy sauce, cocktail; appealing to consumers that Guinness is beyond the bar culture.

Cigarette brands like Marlboro, in attempt to wriggle out of dark market, have also been trying to plug into foodies . However, the most unlikely brand to tap into the culinary trend is GTBank, who is taking phenomenal strides with its GTBank Food Week.

Today, personality brands are also profiting from the trend as we see the emergence of celebrity chefs like Falz, AY and Chef Eros in food-based TV shows and online digital content. While this looks like a transitory trend, a Yellopad survey shows that it is likely to continue as more brands, established and startups, are expected to join the brand-wagon; as consumers seek to explore more enhanced tastes and culinary adventure.

Today into inter-racial and cross-cultural marriages.

They are no more operating within the confines of safe rules and regulations as stipulated in their brand bibles, because they suddenly discovered that the rules can be broken, and to hell with the world!

So, either you are a startup or Run-Up business, if there is any trend worth jumping on, Jump! And if there is a pop culture you need to plug into, Plug in.

There are no rules!

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