Peak Protein Breakfast

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Who is Peak?

FrieslandCampinaWAMCO Nigeria PLC has been a necessary part of most Nigerian homes since 1954 through its iconic brand Peak Milk. They are a multinational manufacturing company and an affiliate of Royal FrieslandCampina of The Netherlands, one of the largest dairy cooperatives in the world.

Millions of people worldwide, especially young children, don’t get enough protein due to the unavailability of meals. Because of this inadequacy, the production process of Peak Milk is very value centric, and everything is done to a satisfactory level.

Peak Protein Breakfast is a quarterly movement organized by the Peak brand to ensure that adequate protein sources are distributed to rural families and communities across the country, with a focus on selected regions every quarter.

The Challenge
  • Rural, Unexposed Audience
    These events were going to be hosted in rural areas where most people did not have access to social media for awareness.
  • Zero Awareness
    The Peak brand's "household name" status didn't mean the audience knew about the events. They had no idea.
  • Risk of waste
    There were plenty of edibles/consumables (free & for sale) for hundreds of people, with no guarantee that they would actually show up.
Strategy & Timelines

The project began with a 3-day teaser campaign which ran for 3 days across the selected regions. The purpose of this was to create top-of-the-mind awareness for the Peak Breakfast Café and induce switching to the Peak Milk brand by targeting the occasional and non-users of the product.

We wanted to drive a buzz about possible Nigerian Breakfast meal options and drive a high level of participation in the conversation in the selected communities. We drove this conversation using well-known macro influencers Lady Motara, Aunty Ada, Alex House of 308, and The Lawrence to help magnify reach.

The second phase of the project was the activation. Using renowned nutritionists, we deployed supportive expert opinions to validate the narratives of the value of proper breakfast as well as take-outs from the Peak Breakfast Cafe.

We had celebrity influencers like Fathia Balogun, Queen Nwokoye, and others at the venue and involved marketplace influencers in the cafes such as iyalojas & key marketplace authorities. This heightened the interest and stimulated lots of public interest in the venues.

Furthermore, for greater mileage, food Twitter micro-influencers were engaged to boost the amplification.

Influencer Selection

24 influencers were carefully selected based on the following criteria;

  • Popularity amongst locals
  • 4 Mega influencers (1.5M+ Followers) - 1 per city
  • 5 Micro-influencers (50k+ Followers) - 1 per city
  • Located in the four target cities
  • Experienced in food and healthy living
Key Messaging

"Peak Breakfast Café is coming to a market near you! Free breakfast for everyone!"

Result at a Glance

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