‘Addmie Way’ Campaign: Redefining Convenience, Affordability & Nutrition In Nigerian Kitchens|Blissful Affairs Online
…Like ‘My Way’ Like ‘Addmie Way’

In 1969, American singer of global repute, Frank Sinatra sang a song entitled “My Way.” The song conveys a message of self-determination and living life on one’s terms. It reflects a quintessential outlook that emphasizes the importance of personal freedom and individuality, expressing the idea of living a full life and exploring different paths. It encourages embracing opportunities and experiences, as symbolized by the line “I’ve lived a life that’s full, I traveled each and every highway.”
It is in unconsciously touring this line of freedom and embracing opportunities that, an innovative cooking condiment introduced to the Nigerian market in 2023, launched its “Addmie Way” campaign. The campaign aims to give Nigerians the freedom to continue choosing to eat healthy and nutritious meals.
According to a recent survey, an average Nigerian spends about 2 hours everyday sourcing, pre-preparing ingredients, and finally cooking at least one meal at home. This time-consuming process led TOLARAM to launch an innovative product, “Addmie,” an all-natural 3-in-1 blend of carefully selected mixed vegetables, proteins, and seasoning powder that adds the final touch to meals. This product makes cooking easier, faster, tastier, and more affordable, giving Nigerians one less thing to worry about as they go about their daily activities.
Launched in February 2023, Addmie has rapidly emerged as a game-changer in cooking. So innovative and easily accepted was the brand that in a very short time, it had amassed three accolades: first runner-up in the New Brand of the Year award category at the African Marketing Excellence Awards organised by the Advertising Association of Nigeria (ADVAN Awards); Most Innovative Seasoning Brand of the Year at the Women in Marketing and Communication Conference and Awards (WIMCA), and Most Innovative New Product of the Year at the Marketing World Awards, all in 2023.
A Holistic Look At The Campaign
“The Addmie Way” campaign shows that the work of grating, grinding, cutting, blending, dicing, marinating, etc., has been done for the consumer, and the ingredients are carefully packaged for wholesome, fast, easy, and convenient cooking. According to market research, Addmie has helped reduce the time spent on meal preparation by an average of 45 minutes per day for its users.
Upon the launch of the brand in the Nigerian market, handlers of the brand knew their work had been cut out for them. This is because; the brand is an innovation, one that Nigerians are not used to. Undaunted, they set to work. Upon the brand’s launch, the key focus and strategy have been to generate awareness within three pillars: awareness of the product, brand usage, and product benefits. Through this, the brand deployed several activities in line with the above objectives.
‘The Addmie Way Campaign’ was brought to life as the inflation and economic situation grew more out of hand. This is considering the very harsh economic climate that has seen a reduction in consumer spending and purchasing power. Food inflation has hit an all-time high of 24.8% as of March 2024, according to the National Bureau of Statistics (NBS), ensuring that people can no longer afford what they would normally eat or make their food as nutritious, delicious, and healthy as they would normally have done.
The campaign was an opportunity to tell a story with Addmie and show the audience that Addmie is all they will always need to prepare complete and affordable meals without breaking the bank. Additionally, there’s no excuse not to always have vegetables in their meals, as Addmie contains a blend of freeze-dried vegetables.
The campaign targets all age groups, walks of life, and genders but focuses especially on working-class mothers and young adults who really don’t have time and can’t afford to make market rounds and deal with shopping stress, as well as aspirational and upwardly mobile early adopters of innovation and trends. According to market research, over 60% of Addmie’s current customer base falls within these target groups.
The ‘Addmie Way’ is a movement, a way of life, and an attitude. The aim is to use it as an avenue to educate the audience on the benefits of Addmie while considering the economic situation, inflation, kitchen convenience, and stereotypes.
The campaign is hinged on some key pillars, including reducing stress from sourcing items in the market, saving time otherwise used in preparing ingredients, reducing money spent on purchasing different individual ingredients and improving the taste, hygiene, and nutrition of cooked meals.
Indeed, the campaign did not fail in conveying the benefits of the Addmie brand, which it has consistently reiterated to be: convenient – saves time you would otherwise use to source and prepare vegetables; enhances the taste and flavor of meals, also adding more color and vibrancy to meals; due to the presence of freeze-dried vegetables, Addmie is just as nutritious as fresh vegetables, ensuring that the inclusion of vegetables into meals is seamless and hassle-free; no presence of preservatives, additives, or sweeteners, and affordable – the combined price of all the assorted vegetables in Addmie would cost upwards of N1200 for a single meal. But Addmie costs only N500. Additionally, it needs no refrigeration, hence no stress of dealing with rotten or spoilt vegetables, and saves money, time, and effort.
According to a consumer survey conducted by the brand, over 75% of Addmie users reported significant time savings in meal preparation, and 82% found their meals more flavorful and nutritious after incorporating Addmie
A 360 Degrees Effort
The ‘Addmie Way’ campaign is a 360-degree campaign across radio, television, outdoor, and experiential platforms – where thousands of people came to taste food prepared with the brand for the first time. But more importantly, following its target audience, the campaign is quite heavy on digital platforms with innovative drives, posts, and collaborations with influencers to drive the brand’s purpose and message.
The campaign features a simple yet colorful and ‘delicious’ looking Television Commercial, which shows some of the brand’s attributes. Simple, apt, and straight to the point, a voiceover asks, “How do you make a complete meal in minutes?” “Try Addmie,” a beautiful woman cooking says. In a space of about three minutes and some seconds, as a countdown timer shows, she says, “Done” as she reveals a deliciously cooked meal in a pot.
“How do you make a tasty meal tastier?” the voiceover calls again. “Try Addmie,” the woman responds, pouring in the rich blend of vegetables, proteins, and seasoning powder of Addmie. “Done,” she says with the confidence of one who knows she has prepared a delicious meal.
The voiceover rounds off, “Addmie, with its nutritional blend of vegetables, protein, and seasoning, gives your meal that final touch.” Her family, who are beneficiaries of her culinary adventure, joins this time around to shout, “Done!” as the TVC comes to an end.
Beyond the TVC, the campaign also featured collaborations with influencers like Chioma Ekong, a chef with the Instagram page – d360Cuisines, who made a post where she shared why buying different vegetables and other ingredients that all come inside Addmie is rather expensive and cumbersome. That stress can be avoided by using Addmie, she reveals, as she prepares a delicious-looking yam and sauce with Addmie.
Partnering with another influencer, Eric Gugua, who made a post on not having time to spend hours cooking until he discovered Addmie, which he describes as “enjoyment without compromise,” the brand also showed one of its strong positioning as a condiment that is hassle-free, easy, and fast to use.
A campaign worthy of emulation
Industry observers believe that the ‘Addmie Way’ campaign has been an undeniable success. According to them, the campaign effectively resonates with its target audience, addressing their pressing need for convenience, affordability, and nutrition in meal preparation.
Indeed, one of the key strengths of the campaign lies in its ability to tap into the prevailing economic challenges faced by Nigerians in positioning Addmie as a cost-effective solution that eliminates the need for purchasing multiple ingredients. The campaign has struck a chord with consumers seeking to stretch their budgets without compromising on the quality and taste of their meals.
The campaign’s multi-faceted approach, encompassing television commercials, digital platforms, influencer collaborations, and experiential activations, has proven to be a masterstroke. The engaging and visually appealing television commercial successfully captures the essence of Addmie’s value proposition and ability to transform meal preparation into a hassle-free and enjoyable experience.
Furthermore, the campaign’s strong digital presence and strategic partnerships with influential voices have amplified its reach and resonance, particularly among younger demographics and early adopters of innovation. The influencer collaborations have not only added credibility to the brand but have also provided valuable insights and relatable examples of how Addmie can seamlessly integrate into daily cooking routines.
Overall, the ‘Addmie Way’ campaign has shown TOLARAM’s deep understanding of the Nigerian market and its ability to innovate and adapt to evolving consumer needs, in positioning it as a solution that empowers individuals to take control of their meal preparation.
