The "Spice It Up with Gino" pop-up tour ended August 1 at Jabi Lake Mall in Abuja, closing a six-city run that began June 27 at Ikeja City Mall in Lagos.
GBfoods Nigeria, maker of Gino Curry, Gino Dried Thyme and Gino Red Hot Pepper, took the campaign through Ibadan, Jos, Port Harcourt and Enugu State. Thousands of consumers attended the free events, which combined food tastings prepared with Gino products, cooking demonstrations, games and giveaways.
Prizes included chest freezers, gas cookers, microwaves, movie tickets and branded merchandise. Consumers could also buy Gino products at the venues.
Chef Hilda Baci appeared at the Lagos and Abuja stops, preparing dishes with Gino spices. Actress Uzoamaka Power joined the Lagos event. Regional culinary experts appeared in other cities.
Vincent Egbe, Managing Director of GBfoods Nigeria, said the campaign was built around Nigerian cooking traditions.
"The Spice It Up with Gino Pop-Up Party was created to celebrate the flavours, traditions and communities that make Nigerian cuisine so special," Egbe said. "Seeing thousands of consumers connect with the brand through food, culture and shared experiences across six cities has been incredibly rewarding. We are grateful to everyone who joined us on this journey and helped make the campaign a memorable success."
Joy Abdullahi Johnson, Category Manager at GBfoods Nigeria, said the tour was designed to put local ingredients at the center of the brand's outreach.
"The Spice It Up with Gino Pop-Up Party was designed to celebrate the ingredients and flavours that are at the heart of Nigerian cooking while creating memorable experiences for our consumers," Johnson said. "Seeing families, food lovers and communities come together across the country to share meals, engage with the brand and celebrate our local spice culture has been truly inspiring. This reflects Gino's commitment to making every meal more flavourful while deepening our connection with the people who have made our products a part of their everyday kitchens."
The tour's format varied by city. Each stop featured complimentary food experiences, fashion showcases and music. Celebrity appearances drew crowds at the larger venues.
The campaign is the latest consumer-facing push from GBfoods, which has positioned Gino as a staple brand in Nigerian kitchens. The company's distribution network covers major urban markets, and the pop-up format allowed the brand to reach consumers directly outside traditional retail settings.
The Lagos opening at Ikeja City Mall, one of the busiest shopping centers in the country, set the tone for the tour. Subsequent stops in Ibadan and Jos brought the events to smaller markets, while Port Harcourt and Enugu covered the southern and eastern regions. Abuja closed the tour at Jabi Lake Mall, a commercial hub in the federal capital territory.
The company has not announced plans for another tour. The events wrapped with no scheduled follow-up dates disclosed.
According to Pulse.ng.
