Dangote Rolls Out Wholesome Chicken on TV

Kenneth O. Eze

Dangote Industries Limited (DIL) is set to raise the bar in the competition for the noodles market with its new youth-centric Television Commercial targeted to take the brand to the top in the Nigerian market.
At the unveiling ceremony held at the Silverbird Galleria , Victoria Island, Lagos, Anthony Chiejina, group head of corporate communications, Dangote Industries, explained that the TVC is aimed at informing consumer on the organic nature of Dangote Noodles as against other chicken flavours thriving on synthetic flavours. “Prior to the entry of Dangote into the noodles segment, chicken flavour was synthetic but we came with natural wholesome chicken to the delight of consumers,” Chiejina says.
Fielding questions from media men, he made it clear that the brand owners are building hype around the offer “because it is our competitive edge in the noodles market.” The event had media and advertising partners, distributors and young consumers in attendance.
M2 gathers that, TaxiAd, a partner, will be running the Out of Home campaign because it is convinced of the vision of Dangote to be number one in the noodles market.
The new TVC focuses on imagination, youth, and sing-song to communicate the unique selling point.