Gino’s Six-City Pop-Up Tour Unites Thousands Through Food, Music and Community

LAGOS, Nigeria - GBfoods Nigeria has brought the curtain down on its nationwide “Spice It Up with Gino” Pop-Up Party, concluding a six-city experiential campaign that transformed shopping malls and public spaces into vibrant celebrations of Nigerian cuisine, culture and community.

The tour, organized under the Gino Spices brand, travelled through Lagos, Ibadan, Jos, Port Harcourt, Enugu and Abuja, attracting thousands of consumers with immersive experiences built around local flavours, live entertainment and shared culinary traditions. The campaign began in Lagos in late June and concluded in Abuja after more than a month of nationwide engagements.

Rather than a conventional product promotion, the pop-up series was designed as a celebration of the everyday experiences that define Nigerian cooking. Visitors sampled complimentary meals prepared with Gino spices, participated in interactive games, enjoyed fashion and music performances, and competed for prizes ranging from household appliances and movie tickets to branded gifts.

One of the campaign’s standout attractions was the participation of celebrity chef Hilda Baci, who joined the Lagos and Abuja events to demonstrate the versatility of Gino’s spice range and inspire audiences with live cooking experiences. Actress Uzoamaka Power and regional culinary personalities also featured during different stops on the tour, adding local character to each city’s celebration.

Reflecting on the campaign’s conclusion, Vincent Egbe, Managing Director of GBfoods Nigeria, said the initiative was created to honour the flavours and traditions that unite Nigerian families around food.

“The Spice It Up with Gino Pop-Up Party was created to celebrate the flavours, traditions and communities that make Nigerian cuisine so special. Seeing thousands of consumers connect with the brand through food, culture and shared experiences across six cities has been incredibly rewarding,” Egbe said.

The company said the tour reinforced Gino’s broader commitment to championing local ingredients and creating meaningful consumer experiences beyond the supermarket shelf. As one of Nigeria’s most recognisable culinary brands, Gino has increasingly positioned itself around celebrating indigenous cooking traditions while expanding its range of spices and cooking products.

Joy Abdullahi Johnson, Category Manager at GBfoods Nigeria, said the campaign’s success reflected the enduring role of food as a cultural connector.

“Seeing families, food lovers and communities come together across the country to share meals and celebrate our local spice culture has been truly inspiring. It reflects Gino’s commitment to making every meal more flavourful while deepening our connection with the people who have made our products part of their everyday kitchens.”

In recent years, Nigerian consumer brands have increasingly embraced experiential marketing as a way of building stronger emotional connections with audiences, blending entertainment, food and culture into nationwide community activations. Gino’s six-city tour illustrates how brands are moving beyond advertising to create shared cultural moments that resonate with consumers.

As the pop-up party concludes, its legacy extends beyond product awareness. It reinforces the growing recognition that Nigerian cuisine is not just a commercial category but a powerful expression of identity, creativity and community—one capable of bringing people together across cities, generations and cultures.