360 Campaign
Gino by GB Foods
A year of cooking with Gino, told through the chefs Nigeria trusts.
Overview
Our brief sat with Gino. We were brought in to drive visibility and adoption for select Gino products through a high-impact, influencer-led campaign. What began as a full retainer has since evolved into a project-based partnership.
We started working with GB Foods in March 2025. They're the Spanish multinational behind some of Nigeria's most loved household brands, including Gino, Bama, Jumbo and Star. They sit at the heart of the packaged food space here, known for affordable seasonings and sauces designed for the way Nigerians actually cook.
Gino by GB Foods
The Challenge
The Nigerian food market is loud. Shelves are crowded. Brands are everywhere. And every seasoning, every sauce, every cube is fighting for the same spot in the same pot. Making Gino the go-to in that environment isn't a matter of being seen. It's a matter of being chosen, again and again, by people who already have ten other options.
What worked in Gino's favour was the product itself. The taste is consistent. The range is clear. Each variant is built for a specific dish, which means there's a Gino for almost every meal a Nigerian family is making this week. Our job was to make sure people knew it.
Gino by GB Foods
The Solution
We built the work around chefs. Not just influencers. Chefs. People with real credibility in the kitchen, whose audiences come for the food first and the personality second. We curated a roster of more than ten of them across food, lifestyle and family content, and ran the programme like a creative kitchen rather than a campaign brief. Each chef got clear deliverables and the freedom to cook the way they cook. We oversaw quality control across every piece of content, making sure the work stayed on message and the Gino flavour, in every sense, came through.
Across the year, the campaign covered: • Roster curation and management of 10+ chefs and creators across food, lifestyle and family • Campaign design and execution positioning Gino as essential to great-tasting meals • Strategic partnerships that pushed Gino past social and into everyday conversations about cooking and family meals
Gino by GB Foods
Performance Results
Gino taught us a lot about working with experts. Chefs aren't influencers in the usual sense. They're craftspeople, and the best work happens when you brief them like collaborators rather than channels. Hold the line on quality, give them room to cook, and the content shows up with a kind of credibility that a regular paid post just can't buy.
Reach
Branded Content
across Instagram, TikTok, Facebook and YouTube
Chefs & Creators
We managed across the campaign
We built was a brand that people recognised and that genuinely landed with the audience it was made for
Gino by GB Foods
Final thoughts
It also taught us how much a category as familiar as food can still be reshaped by the right voices. Gino isn't a new brand. But put it in the right hands, in the right kitchens, and people see it again for the first time. The partnership now runs on a project basis, and we're proud of the part we played in giving Gino a year worth remembering.
Previous Project
Next Project
360 Campaign
Gino by GB Foods
A year of cooking with Gino, told through the chefs Nigeria trusts.
Overview
Our brief sat with Gino. We were brought in to drive visibility and adoption for select Gino products through a high-impact, influencer-led campaign. What began as a full retainer has since evolved into a project-based partnership.
We started working with GB Foods in March 2025. They're the Spanish multinational behind some of Nigeria's most loved household brands, including Gino, Bama, Jumbo and Star. They sit at the heart of the packaged food space here, known for affordable seasonings and sauces designed for the way Nigerians actually cook.
Gino by GB Foods
The Challenge
The Nigerian food market is loud. Shelves are crowded. Brands are everywhere. And every seasoning, every sauce, every cube is fighting for the same spot in the same pot. Making Gino the go-to in that environment isn't a matter of being seen. It's a matter of being chosen, again and again, by people who already have ten other options.
What worked in Gino's favour was the product itself. The taste is consistent. The range is clear. Each variant is built for a specific dish, which means there's a Gino for almost every meal a Nigerian family is making this week. Our job was to make sure people knew it.
Gino by GB Foods
The Solution
We built the work around chefs. Not just influencers. Chefs. People with real credibility in the kitchen, whose audiences come for the food first and the personality second. We curated a roster of more than ten of them across food, lifestyle and family content, and ran the programme like a creative kitchen rather than a campaign brief. Each chef got clear deliverables and the freedom to cook the way they cook. We oversaw quality control across every piece of content, making sure the work stayed on message and the Gino flavour, in every sense, came through.
Across the year, the campaign covered: • Roster curation and management of 10+ chefs and creators across food, lifestyle and family • Campaign design and execution positioning Gino as essential to great-tasting meals • Strategic partnerships that pushed Gino past social and into everyday conversations about cooking and family meals
Gino by GB Foods
Performance Results
Gino taught us a lot about working with experts. Chefs aren't influencers in the usual sense. They're craftspeople, and the best work happens when you brief them like collaborators rather than channels. Hold the line on quality, give them room to cook, and the content shows up with a kind of credibility that a regular paid post just can't buy.
Reach
Branded Content
across Instagram, TikTok, Facebook and YouTube
Chefs & Creators
We managed across the campaign
We built was a brand that people recognised and that genuinely landed with the audience it was made for
Gino by GB Foods
Final thoughts
It also taught us how much a category as familiar as food can still be reshaped by the right voices. Gino isn't a new brand. But put it in the right hands, in the right kitchens, and people see it again for the first time. The partnership now runs on a project basis, and we're proud of the part we played in giving Gino a year worth remembering.
Previous Project
Next Project
360 Campaign
Gino by GB Foods
A year of cooking with Gino, told through the chefs Nigeria trusts.
Overview
Our brief sat with Gino. We were brought in to drive visibility and adoption for select Gino products through a high-impact, influencer-led campaign. What began as a full retainer has since evolved into a project-based partnership.
We started working with GB Foods in March 2025. They're the Spanish multinational behind some of Nigeria's most loved household brands, including Gino, Bama, Jumbo and Star. They sit at the heart of the packaged food space here, known for affordable seasonings and sauces designed for the way Nigerians actually cook.
Gino by GB Foods
The Challenge
The Nigerian food market is loud. Shelves are crowded. Brands are everywhere. And every seasoning, every sauce, every cube is fighting for the same spot in the same pot. Making Gino the go-to in that environment isn't a matter of being seen. It's a matter of being chosen, again and again, by people who already have ten other options.
What worked in Gino's favour was the product itself. The taste is consistent. The range is clear. Each variant is built for a specific dish, which means there's a Gino for almost every meal a Nigerian family is making this week. Our job was to make sure people knew it.
Gino by GB Foods
The Solution
We built the work around chefs. Not just influencers. Chefs. People with real credibility in the kitchen, whose audiences come for the food first and the personality second. We curated a roster of more than ten of them across food, lifestyle and family content, and ran the programme like a creative kitchen rather than a campaign brief. Each chef got clear deliverables and the freedom to cook the way they cook. We oversaw quality control across every piece of content, making sure the work stayed on message and the Gino flavour, in every sense, came through.
Across the year, the campaign covered: • Roster curation and management of 10+ chefs and creators across food, lifestyle and family • Campaign design and execution positioning Gino as essential to great-tasting meals • Strategic partnerships that pushed Gino past social and into everyday conversations about cooking and family meals
Gino by GB Foods
Performance Results
Gino taught us a lot about working with experts. Chefs aren't influencers in the usual sense. They're craftspeople, and the best work happens when you brief them like collaborators rather than channels. Hold the line on quality, give them room to cook, and the content shows up with a kind of credibility that a regular paid post just can't buy.
Reach
Branded Content
across Instagram, TikTok, Facebook and YouTube
Chefs & Creators
We managed across the campaign
We built was a brand that people recognised and that genuinely landed with the audience it was made for
Gino by GB Foods
Final thoughts
It also taught us how much a category as familiar as food can still be reshaped by the right voices. Gino isn't a new brand. But put it in the right hands, in the right kitchens, and people see it again for the first time. The partnership now runs on a project basis, and we're proud of the part we played in giving Gino a year worth remembering.
Previous Project
Next Project
Transforming brands is our love language
Transforming brands is our love language