What Hilda Baci pulled off over the weekend was much bigger than a cooking event — it was a moment in culture.
Her World Jollof Pot Guinness World Record attempt took something as familiar as Jollof Rice and turned it into a global conversation. It reminded us that creativity works best when it sits where culture, innovation, and community meet.
Here’s why this moment matters — not just for food lovers, but for anyone building brands or ideas:
1. Culture is Your Growth Engine
Jollof isn’t just food — it’s pride, memory, and a playful rivalry across West Africa. When your idea taps into something people already care about deeply, you don’t need to beg for attention. You earn it.
2. Creativity Should Invite People In
This wasn’t just about breaking a record — it was about participation. Fans, communities, and even brands became part of the story. That’s how a single idea grows into a movement.
3. Brands Love to Stand Beside Joy
Marketers spend millions chasing attention, but moments like this hand it to them for free — because they’re rooted in positivity and shared celebration. Great campaigns don’t just sell, they join the conversation people are already having.
4. Think Platforms, Not One-Offs
What Hilda created wasn’t just an event — it’s a platform. Something that will keep opening doors for partnerships, collaboration, and cultural relevance long after the last spoon of Jollof was served.
For those of us who create — ads, products, campaigns — there’s a challenge here.
🔑 How can we make ideas people want to be part of? (This can be tedious, no doubt 🤔)
🔑 How can we design work that lives beyond a single post or campaign?
Because when we stop just running promotions and start creating platforms, we don’t just get attention — we get participation, amplification, and lasting impact.
📌 A Note for Nigerian Brands:
We have one of the youngest, most energetic markets in the world — but also one of the noisiest. If you want to cut through, you have to create ideas that feel true to who we are, that celebrate our culture, and give people a reason to rally together.
Hilda’s event is a blueprint: when you root your brand in something authentic, you don’t just get seen — you get remembered.
Rotimi Robert is a Creative problem-solver with a passion for design and Head, Creative & Design Manager, Havas Nigeria
Yes, I totally agree 👍
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