How we have placed Nigerian food on global stage – Oreoluwa Atinmo

Oreoluwa Atinmo is the Marketing Director of GBfoods Nigeria, overseeing strategic brand management and category expansion. In this interview with Josephine Okojie-Okeiyi, she spoke about Gino’s partnership with Hilda Baci on her Guinness World Record project and how it has helped place Nigerian food on the global stage.

Can you take us through your professional journey and what led you to your current role as Marketing Director at GBfoods Nigeria?

I would describe myself as someone with a deep passion for excellence. For me, it is never about comparison but about setting new personal standards.

My journey has been a fulfilling one. I often say I am a proud chartered engineer turned chartered marketeer. Moving from engineering, which is very structured, to marketing, which allows for more creativity and perspective, has been both challenging and rewarding.

My transition happened through a mix of intuition and purpose. After a few years in engineering, I wanted to do something that inspired social innovation and leadership, especially among women.

That desire led me to a role in marketing innovation, where I moved from the technical side to the commercial space. From there, I fully embraced marketing, and it has been an incredible journey ever since.

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What inspires you personally and professionally when it comes to shaping food culture and brand storytelling in Nigeria?

What inspires me is the vision of seeing Nigerian food earn the global recognition it truly deserves. Just as our movies and music have found their place on the world stage, I want our food to have its own dedicated platforms that celebrate and promote it.

I am driven by the idea of taking Nigerian cuisine beyond our borders, showcasing its richness, diversity and cultural depth to the world.

Gino partnered with Hilda Baci on her recent Guinness World Record project. How do you expect this partnership to impact sales and brand visibility?

Beyond creating a cultural platform, there were a few key messages we communicated during the Guinness World Record project with Hilda Baci.

First, we launched our maxi packs for the Gino Asun, Gino Peppered Chicken and Gino Party Jollof Tomato pastes, allowing consumers to see and experience them for the first time.

Second, we brought our seasoning cubes to the heart and centre. While we are widely known for our tomato paste, one of our true strengths lies in our recipes for seasoning cubes, and this partnership allowed us to highlight that.

Third, we placed Asun Jollof on the global map, using it to showcase our Asun seasoning cubes and Asun tomato paste, which were launched earlier in the year.

Through this collaboration, we have driven strong awareness and trial for these products, and we are already seeing the results reflected in our sales volumes.

What are your thoughts on Gino & Hilda Baci’s joint achievement of the largest pot of Asun Jollof rice in the world?

I believe what we achieved was truly historic. We made history, and it will take a long time for any brand or individual to replicate what happened.

We anticipated success, but the scale of it was beyond our expectations. It was groundbreaking. What we witnessed was the power of a purposeful brand partnership with an individual who embodies the resilient spirit of Nigerians.

Do you think this record-breaking attempt has helped to promote Nigerian culture and food globally?

Absolutely. What we have done has placed Nigerian food on the global stage. We have shown the world that there is so much that can be done with our cuisine and recipes. In this case, we celebrated Asun Jollof rice, but we know many of our dishes are already gaining recognition across Africa and beyond.

Through this record, we showcased Nigeria as a nation of people who love good food, celebration and togetherness. People came out to support because a fellow Nigerian and a homegrown brand were striving to achieve something historic. That collective spirit of unity and pride is a beautiful reflection of our culture.

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What role do you see innovation playing in food marketing, particularly in engaging Gen Z and millennial consumers who are constantly seeking new experiences?

In today’s food space, many established brands have been around for years with little or no innovation. What Gino brings to the table, as part of GB Foods, is a fresh approach that celebrates local flavours.

In all our innovations, we ensure that Nigerian flavours remain at the heart of everything we do, especially for the younger generation, the millennials and Gen Zs. We also recognise that Nigeria’s urban population is growing rapidly, and with that comes a greater need for convenience.

When we think about innovation, we focus on reimagining traditional recipes in modern, accessible ways that make it easier for young people to recreate their beloved dishes. This vision is reflected in products such as our Peppered Chicken seasoning cubes, Asun seasoning cubes and Party Jollof mix.

Consumer engagement has shifted significantly towards digital platforms and live experiences. How is GBfoods adapting its marketing playbook to meet consumers where they are, while staying true to traditional roots like food culture and family values?

We recognise that today’s consumers spend more time online and value experiences that feel personal and engaging. At GBfoods, we are adapting by combining digital innovation with our strong cultural roots.

We use social media and influencer collaborations to connect with younger audiences in real time, while still grounding our storytelling in food, family and shared moments.

Campaigns like the Guinness World Record project reflect this balance, using digital platforms to amplify a message that celebrates tradition, togetherness and the richness of Nigerian cuisine.

How important is creating live, immersive brand experiences for direct consumer engagement?

This is absolutely important. As I often tell my team, traditional marketing as we know it is no longer effective. It is easy for consumers to skip an ad on their phones, but when you give them an experience, it stays in their hearts and builds an emotional connection with the brand, one that lasts far longer. Creating live and immersive brand experiences is the way forward for meaningful consumer engagement.

Looking ahead, what trends in consumer behaviour do you think will shape the food industry in Nigeria over the next five years?

With the increasing rate of urbanisation, we will see more demand for convenience in the food industry. Ready-to-eat and ready-to-cook meals will become even more popular as consumers look for quicker meal solutions that fit their busy lifestyles.

We will also see more blended innovations, such as two-in-one or three-in-one combinations, where multiple recipes or ingredients are brought together in a single mix.

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 when developing campaigns that resonate deeply with Nigerians?

I often say that marketing is both an art and a science. The data and insights represent science as they form the foundation beneath the surface, like the base of an iceberg. Consumers may not see this part, but it is what supports the creativity they eventually experience.

Without a strong foundation of data and analysis, creativity becomes weak and fails to connect with consumers. At the same time, even with strong insights, if a brand cannot translate them into ideas that speak the language of consumers, the impact is lost.

Both elements must work together. The real challenge lies in turning insights into creative expressions that engage and entertain. Today’s consumers do not want to see ads; they want to be entertained. Brands that can transform data into meaningful, entertaining stories will be the ones that truly resonate.

Beyond visibility, how does GBfoods measure the long-term impact and brand equity of high-profile campaigns, such as the Guinness World Record 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 in how it sustains engagement and preference for our brands.

The Guinness World Record 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 termed the record-setting flavours.

Following the Guinness World Record collaboration, we have continued to experience consistent 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 conversations about Nigerian food culture. The campaign also generated a remarkable digital impact, with over 5.52 billion total views.

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In your experience, what’s the relationship between cultural relevance in campaigns and long-term sales growth for food brands in Nigeria?

For us, cultural relevance is at the heart of sustainable growth. When a campaign connects deeply with people’s identity and values, it builds emotional loyalty that goes beyond a single purchase.

The idea behind the Guinness World Record project actually started with one simple question: how can we tell Nigeria’s story through food and creativity in a way the world will never forget?

We wanted to do something groundbreaking that would 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 reinforced consumer pride, drove 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 do not just grow in numbers; they grow in meaning.

On a personal level, what did this Guinness World Record collaboration mean to you as a marketing leader?

On a personal level, I felt very proud of what can come out of the Nigerian marketing landscape. This went beyond being a personal win; it was a win for Nigerians as a whole and for the entire marketing community. For me, it was inspiring to see what is possible when strong, legacy brands come together to create something as powerful and magical as the Guinness World Record collaboration.

What personal lessons or inspirations did you take away from leading such a groundbreaking cultural and brand initiative?

I learned that you do not need a big team to create magic. What you need is a team with a big heart and a big mind. I also learned the importance of transforming ideas into magical moments. In a marketing career, you are constantly surrounded by ideas, but the real skill lies in recognising great ideas and bringing them to life.

Finally, I learned to dream big. There are no limits to what we can achieve when we believe in our vision. You have to win in your mind first before you can win in reality.