The Nation Newspaper

Tag: Terra

  • Terra building community, beyond market share’

    Terra building community, beyond market share’

    For brands, building a sense of community and connection with consumers takes focused effort. It must be earned over time. Terra’s approach in 2025 reflects this understanding, as the brand moved beyond conventional marketing to building genuine connections with consumers.

    More than just competing for shelf space or market share, Terra has made a deliberate shift toward building a community rooted in shared experiences, joy, education, and everyday relevance.

    Over the years, Terra’s consumer engagement has gone beyond traditional advertising.

    The brand has focused on showing up where its consumers already are – online, in kitchens, in conversations about food, during moments of joy, and togetherness. One of the strongest expressions of this commitment was Terra’s partnership with Big Brother Naija (BBN). Rather than simply sponsoring the show, Terra leaned into moments that encouraged shared experiences such as mealtimes, game night, viewers engagement, and social media conversations that brought people together over food.

    Another major pillar of Terra’s community-building efforts has been the Unwrap Joy Squad activities.

    Designed as a people-first initiative, the Unwrap Joy Squad brought Terra closer to consumers through on-ground activations, surprise moments, and genuine interactions. These were intentional touchpoints that celebrated everyday Nigerians and the small joys that food brings into their lives. By focusing on joy as an emotional connector, Terra reinforced its role as not just a seasoning brand, but a part of daily living.

    Digital food communities have also played a central role in Terra’ strategy. Through recipes, cooking videos, and relatable food content, the brand has consistently empowered consumers with knowledge and inspiration. From quick weekday meals to festive cooking ideas, Terra’s content has encouraged experimentation, confidence, and creativity in the kitchen. This approach has helped foster an active community where consumers don’t just watch content but engage, recreate, and share their own experiences.

    Read Also: FULL LIST: Top 10 African countries with largest military aircraft fleet as of January 2026

    According to Probal Bhattacharya, Chief Marketing Officer at TGI Group, “At Terra, we believe strong brands are built by creating value beyond the product. When you invest in people, culture, and shared experiences, you build trust and loyalty that no discount or promotion can buy. Our goal is to be present in meaningful moments, not just purchase moments.”

    Terra has demonstrated that market leadership is not just about numbers alone, but about connecting and building a community with consumers where it matters most. In building communities around food, joy, and shared experiences, Terra is setting a new standard for how Nigerian brands can grow, not just bigger, but closer to the people they serve.

    Terra Seasoning Cube is 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.

  • Terra wins top consumer value awards

    Terra wins top consumer value awards

    Brands may compete loudly for visibility, but only a few rise to the level of genuine consumer affection, and Terra Seasoning Cube is one of those brands. At the 4th edition of the Consumer Value Awards held recently, Terra emerged as the Best Seasoning Brand with an overwhelming 76% of consumer votes.

    The Consumer Value Awards has grown as one of Nigeria’s most credible recognition platforms, operating strictly on a transparent, consumer-led system where Nigerians nominate and vote for the brands that truly deliver value.

    It was within this trusted framework that the selection process began earlier in the year, when the organisers opened nominations to consumers and industry stakeholders across the country. Nigerians were invited to put forward brands they believed had stayed true to their promises, and Terra Seasoning Cube quickly gained multiple nominations, an early sign that its impact was deeply felt across households and regions.

    Read Also: Akpabio files fresh N200bn defamation suit against Natasha

    When voting remained open for over two months, consumers once again demonstrated their loyalty and trust. In this highly competitive category, Terra surged ahead, capturing 76% of the total votes, clearly outshining other brands and reaffirming its position at the heart of everyday cooking experiences in Nigerian homes. The importance of this recognition lies in the brand values, real consumers, real votes, and real satisfaction.

    According to Probal Bhattacharya, Chief Marketing Officer, TGI Group, “This recognition is one we truly value. Our consumers have expressed satisfaction with our products over the years, but this award is particularly special because it comes directly from their votes. We are grateful to the organisers for creating this transparent platform where consumers can spotlight the brands they value. At Terra, we have always kept consumer interest at the core of everything we do, and we are not relenting.”

    Beyond taste, Terra has built an emotional connection through its Unwrap Joy, Unleash Taste campaign and the activities of the Terra Unwrap Joy Squad, which have reached communities across Nigeria. These efforts have strengthened the brand’s relationship with consumers in ways that go beyond the kitchen.

  • Day Terra delivered joy in BBNaija screen

    Day Terra delivered joy in BBNaija screen

    The Big Brother Naija Season 10 now showing on screen witnessed “moments of joy” recently when Terra Cube unveiled the “House of Joy”, its vibrant digital home within the BBNaija universe.

    Tagged, Meme O’Clock, it is a line between audience and housemate, making every laugh, every spark, and every twist a shared celebration of joy.

    Participation is simple and accessible, as viewers are encouraged to spot a standout moment, screenshot it, and download the official House of Joy meme template from Terra’s Instagram page.

    A key feature of the campaign is the weekly Terra House of Joy Leaderboard, which spotlights the top three memes based on creativity, resonance, and share ability. These winning entries are celebrated within the BBNaija community and rewarded with prizes, creating a healthy blend of competition and community.

    Read Also: First Lady empowers Lagos residents, unveils plans for elderly support nationwide

    Justifying the need for the initiative, Probal Bhattacharya, Chief Marketing Officer, TGI Group, emphasised that, “Being part of Big Brother Naija is more than just visibility for us; it is about curating an experience that feels authentic and engaging for both the housemates and the viewers. Every moment in the house is an opportunity to connect, to spark joy, and to build tasteful memories that live beyond the screen. Terra Cube is deeply invested in keeping the house alive with energy, laughter, and shared connections because our promise has always been to Unwrap Joy and Unleash Taste.”

    In doing so, Terra Cube has not only preserved its legacy of unwrapping joy but expanded it, transforming spontaneous television entertainment into a nationwide, participatory cultural event.

    Terra Seasoning Cube is 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.

  • Terra Premium experience excites Nigerian shoppers

    Terra Premium experience excites Nigerian shoppers

    Terra Premium Seasoning Cube has continued to cater to the expectations of Nigerian shoppers, Chief Marketing Officer of TGI Group, Probal Bhattacharya, has said.

     “Terra Premium was created with a clear vision to redefine what premium means in the seasoning category. From its elegant packaging to its bold shelf presence, every detail is tailored for today’s modern retail spaces, like supermarkets and hypermarkets”, he said.

    “We are delivering a sophisticated experience from the moment a consumer sees it on the shelf to the kitchen. Terra Premium is setting a new standard; it’s the first of its kind in Nigeria’s seasoning landscape, and we’re proud to lead the way.”

    In a statement, the company explained that Terra Premium Seasoning Cube was designed in chicken and beef flavours specifically for modern trade outlets such as supermarkets and hypermarkets.

    It said Terra stands out with its elegant packaging and refined branding. Its presence signals a new era of luxury in the seasoning category. But beyond the aesthetics lies something deeper, a blend of spices and high-quality ingredients, chosen to elevate meals.

    ‘‘Consumers have embraced Terra Premium, praising its blend of spices and recommend it to friends and family. The feedback has been positive… It enhances meals without overpowering them, transforming food into extraordinary culinary experiences.

    Terra Premium offers a sophisticated, premium experience for consumers and delivers an exceptional culinary experience, bringing a seamless fusion of exceptional taste and luxury. Designed for supermarkets and hypermarkets, it stands out with its premium appeal and distinctive packaging. As first of its kind, Terra Premium sets a standard with superior shelf visibility and an elegant presentation.

  • Terra unveils unwrap your smile campaign

    Terra unveils unwrap your smile campaign

    Terra, the household name in the fast moving consumer goods segment has continued to satisfy consumers with their array of product offerings like the Terra seasoning cubes.

    As part of building consumer loyalty the brand unveiled the “Unwrap Joy” campaign to help their consumers celebrate life’s small but profound moments, inviting people to share their personal snippets of happiness.

    The response was overwhelming, with social media alight with stories of joy and cherished memories. Building on this success, Terra introduced the “Unwrap Memories” campaign, which focused on the nostalgic connections that unite people.

    This campaign encouraged sharing of vivid, meaningful memories, creating a beautiful tapestry of past and present that deeply resonated with participants, forging heartfelt connections, and celebrating enduring bonds.

    Now, Terra is ready to embrace the next chapter of this journey: “Terra Unwrap Your Smile.”

    The campaign’s central theme revolves around the idea that smiles are hidden in the everyday moments of connection that we sometimes overlook. Whether it’s smiling at a random stranger, sharing a home-cooked meal with family, or bonding with friends over a delicious dish, Terra Seasoning Cube aims to remind us that joy can be found in the simplicity of life’s daily rituals, despite life’s challenges.

    Read Also: FG threatens to revoke licenses of oil marketers

    “In these challenging times, it’s easy to forget the simple joys that sustain us,” said Probal Bhattacharya, Chief Marketing Officer, TGI Group.

    “But at Terra Cube, we believe happiness is a shared experience, even amidst adversity. Our ‘Unwrap Your Smile’ campaign invites you to rediscover the power of a smile – a spark that ignites joy and connection. Whether it’s a shared meal with loved ones or a heartfelt laugh with friends, let’s come together to create a world where smiles are as contagious as laughter and as enduring as friendship.”

    The campaign has taken off with the same spirit of joy and appreciation that had defined its predecessors. Terra is inviting people to share their smiles, their laughter, and their moments of genuine happiness.

    This isn’t just about capturing a fleeting grin but about unwrapping the deeper, more enduring smiles that came from shared experiences and heartfelt connections.

    As the stories of smiles and laughter roll in, it is clear that Terra had struck a chord once again. People are not just participating, they are also truly engaging and embracing the idea that a smile is something that could be unwrapped and shared.

    Through it all, Terra remained steadfast in its commitment to appreciating and celebrating the essence of human connection.

    Each campaign, from “Unwrap Joy” to “Unwrap Memories” and now “Unwrap Your Smile,” is a show of the brands belief that in every challenge and every moment, there is always something to smile about. In this journey of unwrapping joy, memories, and smiles, Terra continues to touch hearts, inspire hope, and bring people closer together.

    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.

  • Terra sets gold standard for seasoning cubes

    Terra sets gold standard for seasoning cubes

    The gold standard in the Seasoning Cube has been launched, Terra Gold Cube. Terra Gold is making a significant leap in the culinary space across Nigeria.

    Breaking away from traditional flavour-centric cubes, Terra Gold represents a paradigm shift in the culinary landscape by offering endless possibilities without confining itself to a singular flavour.

    Unlike conventional cubes boasting specific taste profiles, Terra Gold stands out by breaking the mould – it is a cube without boundaries, a defined flavour, and limitations.

    Justifying the new variant of the seasoning cubes, Probal Bhattacharya, Chief Marketing Officer, TGI Group says the launch of Terra Gold Cube marks an exciting chapter in the brand’s innovative journey in the Nigerian market.

    “We are excited for the diverse array of delicious dishes that Terra Gold can be used to enhance. From hearty stews and nourishing soups to the beloved Jollof rice, Terra Gold delivers a rich and consistent taste for every kind of meal, so choose wisely, choose Gold. We are thrilled to witness the transformative impact that Terra Gold will bring to kitchens across Nigeria, inspiring a new wave of culinary masterpieces one dish at a time,” he said.

    Read Also: Adeleke’s sacking of 1,500 teachers increased out-of-school children in Osun, says Oyetola

    Terra Gold is designed to harmoniously elevate the taste of your favorite stews, soups, and beloved Jollof rice, acting as a versatile enhancer without imposing its own taste identity. Its appeal lies in its ability to seamlessly blend and amplify the natural flavours of your dishes, enhancing them to perfection without overpowering or dictating a specific taste.

    The beauty of Terra Gold lies in its neutrality and its versatile nature that transcends the confines of traditional seasoning. This unique attribute appeals strongly to a wide consumer base seeking flexibility and endless possibilities in their culinary choices.

    From mouthwatering stews to soul-nourishing soups and the beloved Jollof rice, Terra Gold is designed to complement and enhance the flavours of iconic Nigerian dishes, promising a delightful culinary experience with every use.

    Crafted from premium ingredients, the new Terra Gold cube has been designed to meet the needs of consumers who want to cook any kind of meal without worrying about the flavor type of cube to use.

  • Terra’s ‘unwrap joy, unleash taste’ campaign thrills consumers

    Terra’s ‘unwrap joy, unleash taste’ campaign thrills consumers

    Terra Seasoning Cube’s ‘Unwrap Joy, Unleash Taste’ campaign message is guiding consumers into a whole new world where cooking is no longer seen as a mundane task but rather a delightful expression of joy, creativity and passion.

    The campaign essentially uses the setting of an orchestra to deliver the wholesome joy that awaits consumers when they unwrap Terra Cube and the immediate joy that is sparked by that action.

    Various sentiments flood the walls of social media platforms as users write positive comments on their experience with Terra Cube and express their excitement with regard to the recently launched campaign.

    One of the consumers, Kanto Phillippa, an Instagram User, wrote on his experience with Terra Cube: “It’s about time we went back to good and quality advert. Yes, your call to action worked. I have been using Terra Cube since I came across the advert, the message was clear and the seasoning is the best I have ever used.”

    Another Instagram user Angelicagnes1, said  “This is a Masterpiece!!! Very brilliant advert. With Terra Cube, you don’t need to stress to make a scrumptious meal!!! I use it for my Jollof and it banged.”

    Chief Marketing Officer, TGI Group,  Probal Bhattacharya, says that the ‘Unwrap Joy, Unleash Taste’ campaign was conceived to take the drudgery out of cooking and make it much more exciting – an experience that empowers creativity and experimentation leading to joy delivered through tasty meals.

    “In an environment that can take a lot out of people, great-tasting food serves the role of providing the much-needed form of joy which is the essence of Terra Cube. Cooking meals should not be mundane, so we encourage consumers to experience the joy of cooking tasteful meals with Terra Cube,” he says.

    Read Also: Ebonyi leads in BudgiT 2023 fiscal performance ranking

    Also, Chukwu Frank confirmed that, “Terra Cube remains best in the market, I sell it and I have never heard of any complaint like hard to crumble or tasteless. Terra Cube is the best seasoning I have seen so far. I love it.”

    Elteesplace wrote, “Hands down, this is the most classy advert I have ever seen. Terra Chicken, Shrimp and beef are my favourite.”

    Speaking with a celebrity caterer, Mrs. Funmi Kujore, it is evident that Terra Cube has inspired her hitherto uninspiring cooking experience. She has now struck gold as she gains pleasure and culinary fulfilment with every Terra Cube she sprinkles into her hot, sizzling pot of soup.

    “The ‘Unwrap Joy, Unleash Taste’ campaign has changed my cooking routine, now I look forward to cooking having at the back of my mind the new Terra campaign. I feel eager to go into the kitchen to make magic while enjoying the process,” she said.

    The campaign’s impact reaches beyond individual kitchens as it has garnered industry recognition, recently earning the prestigious “Best Marketing Campaign of the Year 2023” award at the recent Marketing Edge Brands and Advertising Excellence Award.

    The recognition demonstrates the campaign’s creativity, innovation, and the genuine connection it has formed with consumers.

  • Terra Seasoning Cube wins best marketing campaign of the year award

    Terra Seasoning Cube wins best marketing campaign of the year award

    Terra Seasoning Cube’s recently launched campaign, “Unwrap Joy, Unleash Taste,” has been honoured with the prestigious “Best Marketing Campaign of the Year 2023” Award at the recently concluded Marketing Edge Brands and Advertising Excellence Award 2023.

     This prestigious recognition underscores the brand’s remarkable creative marketing prowess, innovation, impact, and its profound connection with consumers through this groundbreaking campaign.

    Extending its reach across a wide spectrum of media channels, the “Unwrap Joy, Unleash Taste” campaign has captivated consumers and industry experts alike. With its commitment to elevating everyday cooking experiences, Terra Seasoning Cube’s new campaign has inspired a movement centered around the joy, taste, flavour, aroma, and versatility that it brings to the kitchen and the unique palates of Nigerians.

    According to the organizers of the Marketing Edge Brands and Advertising Excellence Award 2023, the award is a recognition and celebration of the brand’s odyssey to becoming one of the most sought-after seasoning cubes in the Nigerian market.

    Read Also: Terra Seasoning Cube Launches “Unwrap Joy, Unleash Taste” Campaign

    “The Terra Seasoning Cube ‘Unwrap Joy, Unleash Taste’ campaign seamlessly combines innovation, compelling storytelling, a profound understanding of its audience and an effective multi-channel integration, guaranteeing engagement that transcends boundaries and resulted in an unprecedented success story,” he said.

    Probal Bhattacharya, Chief Marketing Officer, TGI Group, upon receiving the awards, stated that he was immensely proud to receive the ‘Best Marketing Campaign of the Year’ award for Terra Seasoning Cubes Campaign.

    “We set out to create a campaign that not only showcased our product value but also connected with our audience at a deeper level. Winning the Best Marketing Campaign of the Year award validates our effort and motivates us to continue pushing boundaries in the seasoning cube category.”

    He reiterates further that the campaign was creatively and carefully crafted to ensure that consumers realise that cooking doesn’t necessarily have to be a chore but a moment of joy and expression of creativity, while encouraging consumers to experience the sheer joy of cooking a tasteful meal with Terra Cube.

    The “Best Marketing Campaign of the Year” award adds another accolade to Terra Seasoning Cubes’ growing list of achievements, cementing its position as the fastest-growing brand in the seasoning cube market.

  • Terra Seasoning Cube Launches “Unwrap Joy, Unleash Taste” Campaign

    Terra Seasoning Cube Launches “Unwrap Joy, Unleash Taste” Campaign

    In order to excite palates and enhance the culinary experiences of Nigerian Consumers, Terra Seasoning Cube, one of Nigeria’s most admired seasoning cube brands has launched a new communication campaign themed “Unwrap Joy, Unleash Taste”.

    This campaign endeavors to strengthen brand recognition while solidifying Terra Seasoning Cubes’ reputation as the ultimate seasoning of choice.

    In a captivating culinary revelation, Terra introduces an enchanting campaign that transcends the ordinary. With an artistic narrative that harmonizes the act of cooking into a joyous expression of creativity, the campaign paints a vivid image of a kitchen transformed into a symphony hall, all guided by the magical touch of Terra Seasoning Cube.

    The campaign showcases a protagonist seamlessly turning culinary chores into a joyful symphony with each sprinkle of Terra Cube marking an end to the erstwhile uninspired cooking experiences.

    With the communication line “Unwrap Joy, Unleash Taste”, Terra has succeeded in changing the narrative by creating a culinary orchestra in the kitchen –  painting a picture of the much over-looked and seemingly mundane ritual of unwrapping your seasoning cube and the immediate joy that is sparked by that action. Spanning across a spectrum of media channels, the campaign resonates effortlessly with consumers due to its ingenious approach in conveying core brand messages –  By unwrapping the cube, you are ultimately unwrapping the joy from within you as a result of the great taste you are about to unleash with Terra Seasoning Cube.

    According to Probal Bhattacharya, Chief Marketing Officer, TGI Group, the campaign was creatively and carefully crafted to ensure that consumers realize that cooking doesn’t necessarily have to be a chore but a moment of joy.

    “In an environment that can take a lot out of people, great-tasting food serves the role of providing the much-needed form of joy which is the essence of Terra Seasoning Cube.  Terra Seasoning Cube is a superior quality seasoning carefully formulated in a cube form that when unwrapped unleashes great taste, aroma and joy in every meal”.

    “Cooking meals should not be mundane, so we encourage consumers to experience the joy of cooking a tasteful meal with Terra Seasoning Cube” he said.

    Stressing further that with every purchase of Terra Seasoning Cube, consumers are buying not just a seasoning cube but investing in a product carefully crafted to complement their unique lifestyle.