How Nigerian Brands Leveraged on Hilda Baci Cook-A-Thon to Excite Consumers
Nigerian chef, Hilda Effiong Bassey, popularly known as Hilda Baci, made history when she broke the
Guinness World Record for the longest cooking marathon by an individual, surpassing the current record holder on Monday 15, 2023.
She broke the record after cooking for more than 87 hours, 45 minutes, a record held by India’s Lata Tondon in 2019. She recorded 100 hours.
Nigerians including government officers throw their weight behind the chef visiting her at the Amore Gardens in Lekki area of Lagos, the venue of the cook-a-thon, from day one till the fourth day cheering her till she finally broke the record. Brands were not left out as they showed their support for the chef both online and offline. It also served as an opportunity for them to engage with their consumers who have indirectly the fan of Hilda.
A brand like Arla food manufacturer of Dano Milk and others and the official dairy sponsor of the event gave some of its products to consumers who where at the venue of the Cook-A-Thon. It products was also used by the chef in the kitchen.
Access W owned by Access Bank were on ground to support the Amazon and other women to be inspired by Hilda Baci determination.
The support was also massive online, a brand like Bua posted, “Go Hilda!! We’re rooting for you! ”
Also, Axa Mansard promised to give her a one-year free Gold HMO plan, it wrote ” Go Hilda! Know You can! Free 1 year Gold HMO plan for your progress, from us at AXA Mansard”
Brands such as La Casera, Bold, Airtel, L’eola Hotel and others.
The restaurateur began the competition on Thursday after she turned on her cooker at 4pm and surpassed the current world record holder on Monday morning.
By 08:32am on Monday, Hilda Baci had cooked for 88 hours and 32 minutes to equal the record set by an Indian chef, Lata Tondon in 2019.
Consequently, the Nigeria chef has now set a new record for the longest cooking time by an individual after 4-day cooking marathon challenge.
“The journey to the cook-a-thon started five years ago,” Hilda Baci said. “It is one of my biggest aspirations and I am glad that I took the bold step to embark on this adventure. I have taken time to prepare for this psychologically and I am proud to finally take on this challenge.”
“The cook-a-thon is also an opportunity to tell some of the positive stories that come from Africa through the meals that we make.
“This attempt is also proof of the strength young people can exhibit with the right platform and support. I look forward to receiving support from people across the world to achieve this feat.”
Despite breaking the record, the 27-year-old Nigerian chef is yet to stop her cooking as at the time of filing this report.
Hilda Baci is being cheered by a rousing number of Nigerians, mostly youths who are present at the scene of the record-breaking event.