Cook Your Way to Millions
CLIENT: Tasty Tom / Derica
DELIVERABLES: Packaging Design, Branding, Campaign Strategy, Website Development
Challenge
Tasty Tom and De Rica wanted to break through the noise in a fiercely competitive category and turn a routine tomato purchase into something exciting.
Could a 200 naira sachet be your ticket into millions?
A simple packaging brief evolved into a full promotion campaign: packs, identity, key visuals, motion, and a digital experience, all built to spotlight a nationwide millionaire-making promotion.
Method
We expanded the brief into a complete campaign system.
We crafted the promo logo, redesigned the 5g, 210g, and 400g packs with premium coin-led elements, built the visual world, and produced all supporting motion pieces from TVC cut-downs to website development and content integration.
Everything was designed to make the promo feel bigger, brighter, and worth participating in.
We expanded the brief into a complete campaign system.
We crafted the promo logo, redesigned the 5g, 210g, and 400g packs with premium coin-led elements, built the visual world, and produced all supporting motion pieces from TVC cut-downs to website development and content integration.
Everything was designed to make the promo feel bigger, brighter, and worth participating in.
M&M created graphic elements for the TV Film, as well as squeezebacks, bumpers and mographs.
Metaphors
We imagined the promo as a golden coin toss that charged, hopeful moment where luck can change.
The coin became our storytelling engine: bursting with sunlit energy, floating tokens, and a sense of festive possibility.
We engraved the promise directly into the identity: “Two Millionaires Weekly” and grounded the campaign in culture with the tagline “Be an Odogwu this Season.”
A wink at the Nigerian desire to show up boldly when fortune strikes.
Impact
When the promo went live nationwide, it quickly gained strong traction. Engagement surged, winners emerged daily, sales climbed steadily, and the work grew into one of the brand’s most vibrant seasonal campaigns.
By the end of the 60-day run, over 216,000 winners had emerged, including 18 new millionaires alongside thousands of cash and airtime rewards.
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