HONEYWELL WHEATMEAL X I-FITNESS CAMPAIGN
The Problem:
Honeywell Wheatmeal was perceived as a meal primarily for the elderly, and there was a need to reposition it as a nutritious, versatile staple that appeals to younger, health conscious consumers. The objective was to shift consumer perception, increase relevance within the fitness and wellness space, and drive product trial among a younger audience.
Our Approach:
Our strategy was to reposition Honeywell Wheatmeal as the everyday fuel for active living by shifting the conversation from fitness as pressure to fitness as achievable. Through the “Power to Keep Moving” proposition, we positioned the brand as a nourishing staple that supports everyday movement and healthy lifestyles. Leveraging a partnership with I-Fitness, we engaged health conscious Nigerians through authentic fitness experiences, promoting healthy living with Wheatmeal based workout shakes and showcasing pre and post workout recipes that demonstrated the product’s versatility and nutritional benefits, while reinforcing that small, consistent steps powered by proper nutrition lead to lasting wellness.
This came to life through:
- Live coverage across all 10 I-Fitness locations in Lagos (Jakande, Iponri, Purple Maryland, Egbeda, Ago Palace Way, Ogudu, Opebi, Agungi, Yaba and Gbagada), including real time Instagram Story coverage throughout the campaign
- A roster of 11 influencers driving campaign awareness and amplification, led by a fitness influencer who announced the partnership, attended fitness classes across locations and created pre and post workout Wheatmeal recipes, later curated into a branded recipe ebook
- 10 fitness and lifestyle influencers deployed one per class to create authentic, on ground content and amplify the campaign across their platforms
- Static and motion creatives built to support teaser, announcement and sustenance phases across digital platforms
The Results
WHEATMEAL X I-FITNESS | Impressions | Reach | Engagement | Page Growth |
Planned KPIs | 5,297,747 | 2,166,909 | 806,000 | 182 |
Achieved KPIs | 9,589,417 | 3,464,279 | 1,468,716 | 199 |
% Completion | 181% | 160% | 182% | 109% |
The campaign delivered over 9.5 million impressions and reached more than 3.4 million users across Facebook and Instagram in three months, with a total of 1.4 million engagements and an average engagement rate of 15.04%, alongside a 503 follower increase on Instagram, reflecting strong acquisition of a new, health conscious audience segment.
HONEYWELL SANTA TRAIN 2025 — "YOUR STREET, YOUR STAGE"
The Problem:
Honeywell needed to elevate its brand salience beyond product visibility and deepen its cultural relevance among Southwest Nigerian audiences. With Ojude Oba — one of the biggest Yoruba cultural festivals — as the backdrop, the brand needed a way to move past passive sponsorship and create authentic, memorable brand experiences that would introduce Honeywell to new audiences within the Ijebu Ode community and foster lasting connections in a culturally rich environment.
Scope of Work:
Influencer marketing, article development, third-party amplification, live event coverage, digital amplification, and branded event merchandise — including customised bottles, PR boxes, and branded photo props designed to enhance visibility and create engaging moments on the ground.
Our Approach:
Our strategy was structured across three key phases to build a natural arc of anticipation, participation, and amplification.
In the Pre-Event phase, we built anticipation around Honeywell’s presence at Ojude Oba through announcement posts, recap content from the previous year, Yoruba-language trivia, AI-generated fashion inspiration posts, and branded micro and nano influencer sponsorships that gave audiences a “get ready with me” preview of the festival.
During the Event, we shifted to real-time storytelling — a branded Honeywell photo booth, a live stream hosted on ground across Instagram, YouTube, TikTok and Facebook, spontaneous reels and on-the-go photography, and interactive formats like “Caption This” and “Best Dressed” that turned our online audience from spectators into active participants. Honeywell’s cultural immersion was reinforced through branded outfits for representatives and influencers, horses styled in Honeywell colours, and event merchandise like hand fans and head umbrella sunshields.
Post-Event, we sustained the conversation with an emotional recap video, a carousel celebrating the people who made Ojude Oba beautiful (with audience voting), a thank-you post in collaboration with the Ojude Oba online community, and a long-form blog editorial on Honeywell’s cultural investment in the festival, amplified across third-party blogs.
HONEYWELL x OJUDE OBA FESTIVAL
The Problem:
Honeywell needed to elevate its brand salience beyond product visibility and deepen its cultural relevance among Southwest Nigerian audiences. With Ojude Oba — one of the biggest Yoruba cultural festivals — as the backdrop, the brand needed a way to move past passive sponsorship and create authentic, memorable brand experiences that would introduce Honeywell to new audiences within the Ijebu Ode community and foster lasting connections in a culturally rich environment.
Scope of Work:
Influencer marketing, article development, third-party amplification, live event coverage, digital amplification, and branded event merchandise — including customised bottles, PR boxes, and branded photo props designed to enhance visibility and create engaging moments on the ground.
Our Approach:
Our strategy was structured across three key phases to build a natural arc of anticipation, participation, and amplification.
In the Pre-Event phase, we built anticipation around Honeywell’s presence at Ojude Oba through announcement posts, recap content from the previous year, Yoruba-language trivia, AI-generated fashion inspiration posts, and branded micro and nano influencer sponsorships that gave audiences a “get ready with me” preview of the festival.
During the Event, we shifted to real-time storytelling — a branded Honeywell photo booth, a live stream hosted on ground across Instagram, YouTube, TikTok and Facebook, spontaneous reels and on-the-go photography, and interactive formats like “Caption This” and “Best Dressed” that turned our online audience from spectators into active participants. Honeywell’s cultural immersion was reinforced through branded outfits for representatives and influencers, horses styled in Honeywell colours, and event merchandise like hand fans and head umbrella sunshields.
Post-Event, we sustained the conversation with an emotional recap video, a carousel celebrating the people who made Ojude Oba beautiful (with audience voting), a thank-you post in collaboration with the Ojude Oba online community, and a long-form blog editorial on Honeywell’s cultural investment in the festival, amplified across third-party blogs.
