Addressing the problem statement of hunger in the land and aligning this with our client’s business proposition ‘feed the nation’, the agency created and executed Soup Festival, an activation platform that showcases Nigeria’s numerous varieties of soup offerings enjoyed with consumers favorite swallow, Semovita.

The idea expected outcome is simple…No matter our consumers preferred soup, Golden Penny Semovita is the No 1 swallow that goes with them all. The agency curated and executed a two-day food extravaganza to celebrate the nations cultural diversity by feeding Nigerians in a carnival like atmosphere in Lagos, Nigeria’s commercial capital. Nigerians had the opportunity to feel and embrace the culture of other ethnicities via their soups.

The pre-awareness campaign trended at number 2 on Nigerian Twitter with 50,000 Impressions. Growing organically, the event had 13 media mentions and even found its way into a national TV channel (Arise News) prime-time programme generating $325,000 free earned media.

The Golden Penny Semovita Soup Festival happened at Muri Okunola Park, Victoria Island, Lagos on the 7th and 8th of October 2023.