Peak Milk has concluded its 2025 Christmas campaign, tagged “Enjoy Christmas At Its Peak,” as part of its strategy to strengthen consumer engagement and reinforce its positioning in Nigeria’s competitive dairy market during the peak festive period.
The campaign, according to the company in a statement, focused on driving daily consumption by encouraging Nigerian households to begin each celebration day with a Peak breakfast, linking nourishment to family bonding and seasonal traditions.
Speaking on the campaign, Senior Brand Manager, Peak Milk, Moronke Adisa-Abayomi, said the initiative was designed to connect product relevance with everyday consumer routines during the holidays.
“After navigating another eventful year, we wanted to ensure that every Nigerian could experience the true magic of Christmas,” Adisa-Abayomi said. “Enjoy Christmas At Its Peak was created to remind families that nourishment fuels not just the body, but also the moments that matter most, beginning with a wholesome Peak breakfast.”
As part of the campaign execution, Peak Milk deployed a mix of digital engagement and on-ground activations aimed at sustaining visibility and interaction throughout the festive period. These included the return of the #Peak12DaysOfChristmas social media campaign, which rewarded consumers daily, and breakfast activations across selected locations in Lagos, designed to drive product trials and direct consumer participation.
One of the major physical activations took place in Bariga, where the company staged a community-focused event tagged “Peak Santa Came to Town.” The activation featured product sampling, branded gifting moments and consumer engagement activities, with Nollywood actress Wunmi Toriola appearing to boost visibility and turnout.
On Christmas Day and Boxing Day, the firm said it deployed a large-scale brand installation in the form of a Christmas tree constructed from cans of Peak Evaporated Milk. The installation served as a focal point for consumer interaction, games and promotional giveaways, drawing significant foot traffic and reinforcing brand presence during the holiday peak.
In addition, the campaign leveraged digital storytelling by highlighting Nigerian family Christmas traditions and encouraging user-generated content through a “Peak Christmas Morning” theme, allowing consumers to share their experiences for a chance to be featured and rewarded.
Brand Manager, Peak Milk, Boluwatife Ayano, said the company’s approach was centred on building emotional relevance while sustaining product visibility during a critical sales period.
“Christmas is a time for togetherness, and our goal was to ensure that many Nigerians truly enjoy the season,” Ayano said. “By centering our campaign on the warmth of a Peak breakfast and the moments it inspires, we were able to strengthen community bonds and spread joy in a meaningful way.”
The statement stated that the campaign ran from December 1 to December 14, 2025, with Christmas Day and Boxing Day activations serving as the climax of the festive drive, as the brand sought to consolidate consumer loyalty and market presence at a time of heightened competition within the fast-moving consumer goods sector.
