Oreoluwa Atinmo is the Marketing Director of GBfoods Nigeria, overseeing strategic brand management and category expansion. In this interview with Josephine Okojie-Okeyi, He talked about Gino's partnership hilda stale On her Guinness World Records project and how it has helped bring Nigerian food to the global stage.
Can you tell us about your business journey and what led you to your current role as Marketing Director at GBfoods Nigeria?
I would describe myself as a person with a deep passion for excellence. For me, it is never about comparison but about setting new personal standards.
My journey has been satisfying. I often say that I am proud to have transformed from a Chartered Engineer to a Chartered Marketer. Moving from engineering, which is very structured, to marketing, which allows for more creativity and perspective, has been both challenging and rewarding.
My transformation happened through a mixture of intuition and purpose. After a few years in engineering, I wanted to do something that would inspire social innovation and leadership, especially women.
That desire led me to a role in Marketing Innovation, where I moved from the technical side to the business side. From there, I fully embraced marketing and it has been an incredible journey ever since.
Also read: ADC accuses FG of manipulating food prices, weaponizing poverty for political gains
What inspires you personally and professionally when it comes to shaping the food culture and brand story in Nigeria?
What inspires me is to see Nigerian food get the global recognition it truly deserves. Just as our films and music have made their place on the world stage, I want our food to also have its own dedicated platforms that celebrate and promote it.
I am inspired by the idea of taking Nigerian cuisine beyond our borders, showcasing its richness, diversity and cultural depth to the world.
Gino partnered with Hilda Bassey on their recent Guinness World Records project. How do you expect this partnership to impact sales and brand visibility?
Apart from creating a cultural platform, there were some key messages that we communicated with Hilda Bassey during the Guinness World Records project.
First, we launched our maxi packs for Gino Asun, Gino Peppered Chicken and Gino Party Jollof Tomato Paste, allowing consumers to see and experience them for the first time.
Second, we brought our spice cubes to the heart and center. While we are widely known for our tomato paste, one of our true strengths lies in our recipes for spice cubes, and this partnership has allowed us to highlight this.
Third, we put Asun Jollof on the global map, using it to showcase our Asun Seasoning Cubes and Asun Tomato Paste, which were launched at the beginning of the year.
Through this collaboration, we have driven strong awareness and testing for these products, and we are already seeing results in our sales volumes.
What are your thoughts on Gino and Hilda Basi's joint achievement of the largest pot of Asun Jollof rice in the world?
I believe what we achieved was truly historic. We have made history, and it will take a long time for any brand or individual to repeat what happened.
We expected success, but its scale was beyond our expectations. This was unprecedented. What we saw was the power of a purposeful brand partnership with a man who embodies the resilient spirit of Nigerians.
Do you think this record-breaking effort has helped promote Nigerian culture and food globally?
Absolutely. What we have done is put Nigerian food on the global stage. We have shown the world that a lot can be done with our dishes and recipes. In this case, we celebrated Asun Jollof rice, but we know that many of our dishes are already gaining recognition throughout Africa and beyond.
Through this record, we showcased Nigeria as a country of people who love good food, celebration and togetherness. People came out in support because a fellow Nigerian and a homegrown brand were attempting to achieve something historic. That collective feeling of unity and pride is a beautiful reflection of our culture.
Also read: BUA Foods: N12 trillion dirt-spider is turning NGX
What role do you see innovation playing in food marketing, especially in engaging Gen Z and millennial consumers who are constantly looking for new experiences?
In today's food sector, many established brands have existed for years with little or no innovation. What Gino's offers as part of GB Foods is a fresh approach that celebrates local flavours.
In all our innovations, we ensure that Nigerian flavor remains at the heart of everything we do, especially for the younger generation, Millennials and Gen Z. We also recognize that Nigeria's urban population is growing rapidly, and with it comes a greater need for convenience.
When we think about innovation, we focus on reimagining traditional dishes in modern, accessible ways, making it easy for youngsters to recreate their favorite dishes. This approach is reflected in products like our Peppered Chicken Seasoning Cubes, Asun Seasoning Cubes and Party Jollof Mix.
Consumer engagement has largely shifted toward digital platforms and live experiences. How is GBfoods adapting its marketing playbook to meet consumers while staying true to traditional roots like food culture and family values?
We believe today's consumers spend more time online and value experiences that feel personalized and engaging. At GBFoods, we are embracing digital innovation by combining it with our strong cultural roots.
We use social media and influencer collaborations to connect with young audiences in real time, while still telling our story over food, family and shared moments.
Campaigns such as the Guinness World Records Project reflect this balance, using digital platforms to amplify a message that celebrates tradition, togetherness and the richness of Nigerian cuisine.
How important is it to create immersive, immersive brand experiences for direct consumer engagement?
This is absolutely important. As I often say to my team, traditional marketing as we know it is no longer effective. It's easy for consumers to skip past an ad on their phone, but when you give them an experience, it sticks in their hearts and creates an emotional connection with the brand that lasts. Creating immersive and immersive brand experiences for meaningful consumer engagement is the way forward.
Looking ahead, what trends in consumer behavior do you think will shape the food industry in Nigeria over the next five years?
With increasing rates of urbanization, we will see greater demand for convenience in the food industry. Ready-to-eat and ready-to-cook meals will become even more popular as consumers look for quick meal solutions that fit their busy lifestyles.
We'll also see more mixing innovations, such as two-in-one or three-in-one combinations, where multiple recipes or ingredients are brought together in a single blend.
This trend reflects both changing consumer needs and the current state of the economy. Additionally, smaller pack sizes will become more common, making products more accessible and affordable to a wider range of consumers.
In today’s rapidly evolving consumer landscape, how do you strike a balance between data-driven insights and creativity while developing campaigns that resonate deeply with Nigerians?
I often say that marketing is both an art and a science. Data and insights represent science because they form the foundation beneath the surface, like the base of an iceberg. Consumers can't see this part, but it's what ultimately supports the creativity they experience.
Without a strong foundation of data and analytics, creativity becomes weak and fails to connect with consumers. Plus, even with strong insights, if a brand can't translate them into ideas that speak consumers' language, influence is lost.
Both elements must work together. The real challenge is in transforming insights into creative expression that engages and entertains. Today's consumers don't want to see ads; They want to be entertained. The brands that can turn data into meaningful, entertaining stories are the ones that will be truly relevant.
Beyond visibility, how does GBfoods measure the long-term impact and brand equity of high-profile campaigns like the Guinness World Records collaboration?
Beyond visibility, we measure long-term impact by tracking how our campaigns strengthen consumer perception and loyalty over time. For us, success is not just in the immediate buzz, but how it maintains engagement and preference for our brands.
The Guinness World Records partnership brought our recent innovations to the forefront of consumers' minds, particularly the Peppered Chicken Seasoning Combo and the Asun Jollof Combo, which consumers have called record-setting flavors.
Following the Guinness World Records collaboration, we have continued to experience steady growth in consumer adoption, repeat purchases and a stronger emotional connection with consumers.
We also evaluate our performance through media effectiveness, brand recall and the extent to which our messages continue to shape the conversation about Nigerian food culture. The campaign also generated notable digital impact, totaling over 5.52 billion views.
Also Read: Egusi Soup – The Proudly Nigerian Superfood That Can Get UN Cultural Status
In your experience, what is the relationship between cultural relevance in campaigns and long-term sales growth of food brands in Nigeria?
For us, cultural relevance is at the heart of sustainable development. When a campaign connects deeply with people's identity and values, it creates emotional loyalty that goes beyond a purchase.
The idea behind the Guinness World Records project actually started with a simple question: How can we tell Nigeria's story through food and creativity in a way that the world will never forget?
We wanted to do something unprecedented to celebrate World Jollof Day while showcasing the richness of Nigerian cuisine. That cultural connection translated into both visibility and long-term value for the brand.
It strengthened consumer pride, increased engagement, and created memories that continue to influence purchase decisions even after the event. When brands tell authentic stories that reflect who people are, they don't just grow in numbers; They grow in meaning.
On a personal level, what did this Guinness World Records collaboration mean to you as a marketing leader?
On a personal level, I felt very proud of what could come out of the Nigerian marketing landscape. This went far beyond individual victories; This was a victory for Nigerians and the entire marketing community as a whole. For me, it was inspiring to see what's possible when strong, legacy brands come together to create something as powerful and magical as a Guinness World Records collaboration.
What personal lessons or inspirations did you take away from leading such an unprecedented cultural and brand initiative?
I learned that you don't need a big team to create magic. You need a team with big hearts and big minds. I also learned the importance of turning ideas into magical moments. In a marketing career you are constantly surrounded by ideas, but the real skill lies in identifying great ideas and bringing them to life.
Eventually, I learned to dream big. There is no limit to what we can achieve when we believe in our vision. Before you can win in reality, you have to win in your mind first.
