displaying Dangote Salt's influence through common commodities at Ojude Oba and Ita Osu Market events
The Dangote Salt activation at the 2025 Ojude Oba Festival and Ita Osu Market marked a significant milestone in culture, health, and community engagement. The campaign, titled "The Essence of Togetherness Begins with Dangote Salt", emphasized the role of salt not just as a seasoning but as an essential element that connects heritage, daily life, and health.
Key aspects of the impact include:
- Cultural Preservation: Dangote Salt tied its brand presence to the cultural vibrancy of the Ojude Oba Festival, an event celebrating the Ijebu heritage. Princess Adesile Ajigboteso, Dangote Salt's cultural ambassador, spoke about the symbolic value of salt in Nigerian culture, reinforcing the product as part of cultural identity and everyday traditions.
- Health Education: At Ita Osu Market, community activations featured health education and interactive Q&A sessions for market women and food vendors, key participants in household and community nutrition. Dr. Almaz Eric-Brown led a public health talk on the importance of iodised salt, demystifying myths around salt consumption and reinforcing its benefits.
- Community Engagement: The Ita Osu Market activation was designed as a grassroots event targeting everyday Nigerians—especially women and vendors—where Dangote Salt created a space for learning, interaction, and sampling. This approach proved that markets are not just economic hubs but centers for social interaction and shared experience.
- Brand Positioning Rooted in Everyday Life: Dangote Salt positioned itself as a brand rooted in people’s lives, markets, and festivals, expressing pride in Nigerian roots and tradition, thus fostering a sense of unity and shared cultural pride. The "One Salt, Endless Experiences" campaign continues to build on the promise of being present, purposeful, and proud of its roots.
In addition, Dangote Salt's pavilion at the Ojude Oba Festival offered a sensory journey, with traditional drums, Ijebu delicacies, and a regal arrival of Princess Adesile. The display subtly highlighted the role of salt in shaping cultural practices. The Dangote Salt team expressed a desire to serve Nigerians, not just sell to them, in the markets and at festivals, enhancing the taste and safety of meals shared communally across the grounds.
A group of travel influencers and vloggers documented their journey, amplifying the Dangote Salt activations' reach through digital storytelling. One festivalgoer described the Dangote Salt display as a "whole experience," with dancers, branded tote bags, iodised salt, and native recipe cards.
In essence, Dangote Salt's engagement at Ojude Oba and Ita Osu market effectively combined celebration of culture, promotion of public health knowledge, and meaningful community interaction, demonstrating how a consumer brand can play a purposeful role in sustaining culture and enhancing wellbeing within Nigeria.
- At the 2025 Ojude Oba Festival and Ita Osu Market, Dangote Salt showcased its connection to Nigerian lifestyle, particularly in terms of food-and-drink, by offering traditional Ijebu delicacies and promoting iodised salt for community nutrition.
- In Lagos, the home-and-garden of many Nigerian families, Dangote Salt emphasized the role of salt as an essential element in their daily lives, hosting health education sessions and joining cultural festivities like the Ojude Oba Festival.
- By partnering with Princess Adesile Ajigboteso, a cultural ambassador, and travel influencers, Dangote Salt sought to engage not only consumers but also to preserve and promote Naija culture while raising awareness about the importance of health in daily life.
