‘Terra Cube – Unwrap Joy, Unleash Taste’ Sweeps LAIF Awards, Wins Grand Prix

‘Terra Cube - Unwrap Joy, Unleash Taste’ Sweeps LAIF Awards, Wins Grand Prix
‘Terra Cube - Unwrap Joy, Unleash Taste’ Sweeps LAIF Awards, Wins Grand Prix

Terra’s acclaimed campaign ‘Unwrap Joy, Unleash Taste’ campaign swept the prestigious Lagos Advertising & Ideas Festival (LAIF) Awards recently held in Lagos.

The award night is a brainchild of Advertising Agencies of Nigeria (AAAN) and is a much-awaited annual event to reward creativity, recognise excellence in brand strategies & marketing, and launch Nigeria’s creative potential in international circles.


Terra, a brand of the TGI Group, won 9 Gold, 4 Silver &  3 Bronze awards on the night, setting definite standards for excellence in marketing communication and advertising.

Terra dominated proceedings throughout the night and went on to secure the Grand Prix for the year – thereby solidifying its position as the unrivalled marketing campaign this year, across all categories, in Nigeria. The air was filled with a sense of anticipation, as the LAIF organizers announced the Terra Campaign as the winner of this year’s Grand Prix.

It was an immense moment of pride for TGI Group, Brand Terra and its advertising agency Leo Burnett, as the brand’s TV film was the only one played on the screen, accompanied by a standing ovation.

This prestigious recognition underscores the campaign’s insightful message and the captivating music and mesmerizing visuals, graphics & animations – all delivering a powerful story, thereby building a deep emotional connection with the consumer.

Terra, a brand of TGI Group, developed this campaign which showcases a protagonist seamlessly turning culinary chores into a joyful symphony with each sprinkle of Terra Cube marking an end to the erstwhile uninspired cooking experiences.

With the communication line “Unwrap Joy, Unleash Taste”, Terra has succeeded in changing the narrative in food advertising by creating a culinary orchestra in the kitchen – painting a picture of the much over-looked and seemingly mundane ritual of unwrapping a seasoning cube and the immediate joy that can spark by that action.

Probal Bhattacharya, Chief Marketing Officer, TGI Group, stated that he was immensely proud to have received the Grand Prix award for the Terra Seasoning Cubes ‘Unwrap Joy, Unleash Taste’ Campaign.

“We set out to create a campaign that not only showcased our product values but also connected with our audience at a much deeper emotional level. Winning the LAIF Grand Prix award validates our efforts and motivates us to continue pushing boundaries in the seasoning cube category” he said.

He reiterated further that the campaign was creatively and carefully crafted to ensure that consumers realize that cooking doesn’t necessarily have to be a chore, but a moment of joy and an expression of creativity, while cooking a tasteful meal with Terra Cube.

Winning the Grand Prix award adds another accolade to Terra Seasoning Cubes’ growing list of achievements as the campaign has truly set a new standard in distinct storytelling and excellent craftsmanship.

For those few who haven’t watched the TV advertisement, it can be viewed here: 


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 Cube guarantees an enjoyable meal and a rich signature homemade taste experience. Available in Beef, Chicken, Shrimp and Jollof flavours, in various consumer-friendly pack sizes nationwide.

Tropical General Investments (TGI) Group is an international investment and holding company with diversified interests and investments across Africa, The Middle East, Asia and other emerging markets. TGI’s investments focus on driving inclusivity and value addition using locally sourced raw materials, state-of-the-art manufacturing facilities and a highly skilled workforce to produce world-class products that are consumed both locally and exported to global markets. Across markets, TGI Group owns over a hundred leading brands in Fast Moving Consumer Goods, Agricultural Inputs, Industrial Chemicals, Homecare products and Pharmaceuticals.