Hilda Baci Cook Athon
Summary
We strategically executed a campaign for Hilda Baci Cookathon, aimed at breaking the Guinness World record attempt for the longest cooking marathon.
The four-day Cookathon was held at Amore Gardens in Lagos from Thursday, May 11 through to Monday, May 15, 2023, with Hilda Baci cooking over 100 recipes of African and continental dishes to a live audience across the world.
Blanche Aigle Communications provided strategic execution to create awareness, visibility, and reputation for Hilda Baci and the Cookathon, before, during, and after the campaign.
Project Impact
The Cookathon attracted more than 25,000 fans who visited the grounds during the four day duration of the cookathon. The buzz also attracted government representatives and private sector progress, including a message from Nigeria’s President at the time, Muhammadu Buhari, Vice President, Yemi Osinbanjo, and a Visit from the Governor of Lagos State.
The cookathon also attracted major celebrities in Nigeria; Musicians, Comedians, Actors, and Reality TV stars who showed up to support Hilda Baci throughout the duration of the Cookathon.
This also resulted in organic coverage from top media platforms across Nigeria, Africa, and the world including the BBC, CNN, Al-Jazeerah, ABC, DW, and Reuters.
Blanche Aigle further facilitated a post-event press conference with attendance from Tier 1 Broadcast and online media across the country and exclusive interviews for Hilda Baci. The Hilda Baci Baci Brand became more recognised and got endorsements across sectors.
The Hilda Baci Cookathon campaign reached an audience of 4, 812,704,500 across traditional and digital media across 5 continents.
The campaign garnered 85% positive sentiment improving awareness Hilda Baci and her brand assets.
87% of the coverage was generated from digital media while 13% was generated from Traditional media
