Food is a necessity across different socio-economic class;
and top brands are relentlessly creating association with it in order to gain
traction, acceptance and expression in the marketplace. While that sounds like
a drift, there’s likelihood that brands will continue to seek more
opportunities to connect to foods, even the very unlikely ones.
Currently on top-of-mind is Peak Milk’s “PECADOMO”.
Though regularly consumed by the middle-to-upper class, milk
was a clear outsider to what is generally perceived as regular meals in
Nigeria. However, that changed when Peak Milk launched ‘Pecadomo’, an acronym
formed from a longer phrase, ‘Peak CAN DO More’; which was designed to elevate
Peak Milk not just as a component of light breakfast meals (like coffee, tea,
cocoa beverage drinks and in some cases, pap and custard) but as an integral
constituent of our daily meals.
Peak innovated brilliantly, elevating itself to an enviable
position; and positioning itself at the centre-stage of quality nutrition.
Since the launch, Pecadomo has been a hit, cleverly helping
Peak Milk re-enforce its position as a clear category leader. And as consumers
continue to seek new flavours and experiences, other food and beverage brands
in Nigeria began to explore innovative ways to connect their products with
consumers in other ways beyond the regular pitches.
While Coca-Cola may have been the first in recent times to
explore food-inspired campaigns in Nigeria, it may actually be Peak Milk that
glamorized and made the practice trendy and more sustainable with the launch
and successful execution of Pecadomo.
In Nigeria, consumers are quite familiar
with the idea of enjoying milk with tea, pap, cornflakes, Quaker Oats and other
traditional breakfast items. Lunch and dinner are usually laden with heavy
doses of starch and oil, and very little of other essential nutrients like
protein, fibre, vitamins and mineral that the body requires for healthy growth.
Such dietary imbalance has its consequence - malnutrition.
According to a 2013 report by the Federal Ministry of
Health, 41 per cent of Nigerian children under age five suffer stunted growth
as a result of malnutrition. The Food and Agriculture Organisation (FAO) nails
it home when it disclosed that Nigeria has one of the poorest rates of milk
consumption in the world.
Hence, Pecadomo was conceived as a solution to this nagging
challenge, as it highlights and focuses on driving new and wider usages for
Peak milk beyond the breakfast menu. It meant that regular meals like eba,
semo, pounded yam, et al can be as rich in protein and other essential nutrient
as they are in starch and oil. Pecadomo now becomes an invitation for consumers
to explore and discover the goodness and richness of milk beyond traditional
breakfast meals.
Within a year of launch, over 100 Pecadomo recipes have been
conceived; which had benefited Peak Milk in terms of brand equity and market
share.
This success recorded in a short time had prompted other
brands in soft drink and alcoholic beverage categories to strategically aim their
campaigns at foodies.
Today, we are beginning to see the emergence of celebrity
chefs like Falz and AY in food-based TV shows and online digital content. While
this looks like a transitory trend, a Toe-In-Water (TIW) survey reveals that it
is likely to continue as more brands are expected to join the brand-wagon and
consumers are becoming more health conscious.
Trust Nigerians consumers who are
naturally trend-conscious, they are already jumping on Pecadomo, embracing Peak
Milk as an integral part of their daily food recipes; and in the process,
enjoying stronger bodies and sharper minds.
As for me, I’m not just going to watch
the trend evolve, I’ll be part of the movement.
You should too, because Peak Can Do
More for you. Trust me.
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