For brands, building a sense of community and connection with consumers takes focused effort. It must be earned over time. Terra’s approach in 2025 reflects this understanding, as the brand moved beyond conventional marketing to building genuine connections with consumers. More than just competing for shelf space or market share, Terra has made a deliberate shift toward building a community rooted in shared experiences, joy, education, and everyday relevance.
Over the years, Terra’s consumer engagement has gone beyond traditional advertising. The brand has focused on showing up where its consumers already are – online, in kitchens, in conversations about food, during moments of joy, and togetherness. One of the strongest expressions of this commitment was Terra’s partnership with Big Brother Naija (BBN). Rather than simply sponsoring the show, Terra leaned into moments that encouraged shared experiences such as mealtimes, game night, viewers engagement, and social media conversations that brought people together over food.
Another major pillar of Terra’s community-building efforts has been the Unwrap Joy Squad activities. Designed as a people-first initiative, the Unwrap Joy Squad brought Terra closer to consumers through on-ground activations, surprise moments, and genuine interactions. These were intentional touchpoints that celebrated everyday Nigerians and the small joys that food brings into their lives. By focusing on joy as an emotional connector, Terra reinforced its role as not just a seasoning brand, but a part of daily living.
Digital food communities have also played a central role in Terra’ strategy. Through recipes, cooking videos, and relatable food content, the brand has consistently empowered consumers with knowledge and inspiration. From quick weekday meals to festive cooking ideas, Terra’s content has encouraged experimentation, confidence, and creativity in the kitchen. This approach has helped foster an active community where consumers don’t just watch content but engage, recreate, and share their own experiences.
According to Probal Bhattacharya, Chief Marketing Officer at TGI Group, “At Terra, we believe strong brands are built by creating value beyond the product. When you invest in people, culture, and shared experiences, you build trust and loyalty that no discount or promotion can buy. Our goal is to be present in meaningful moments, not just purchase moments.”
Terra has demonstrated that market leadership is not just about numbers alone, but about connecting and building a community with consumers where it matters most. In building communities around food, joy, and shared experiences, Terra is setting a new standard for how Nigerian brands can grow, not just bigger, but closer to the people they serve.
Terra Seasoning Cube is made up of wholesome, carefully sourced essential ingredients specially designed to meet the discerning Nigerian consumers’ needs in every meal, offering great taste, flavour, and aroma for that unique cuisine experience.
Every meal cooked with Terra guarantees an enjoyable meal and a rich signature homemade taste experience. Available in Beef, Chicken, and Jollof flavours, in various consumer-friendly pack sizes nationwide.
