Knorr, a seasoning brand in Nigeria, has marked this year’s World Jollof Day 2025 with the “Knorr World Jollof – Jollof Your Way: Your Story, Your Pot” campaign that celebrates the taste of Jollof and the many stories and traditions behind it.
The campaign invites Nigerians to share how they make and enjoy Jollof in their own unique way. To kick off the campaign, 19 creators and collaborators, who shared their personal Jollof stories, opening their pots and hearts to show how the dish takes on different flavors, meanings, and traditions across households.
From childhood memories to modern kitchen twists, these stories sparked conversations that quickly spread across social media, inspiring fans everywhere to join in through the Jollof Your Way with Knorr Challenge.
The campaign received a lot of entries, each one showing that while every Jollof pot is different, it brings people together with Knorr at the heart of these moments.
According to Damilola Dania, Foods Demand Creation Lead, Unilever Nigeria Plc, “At Knorr, we have always believed that food is more than what’s on the plate; it is culture, memory, and community. This year’s World Jollof Day showed that again in a powerful way. What we saw was that no two Jollof pots are the same, yet every single one carries meaning. That is the beauty of food — personal, cultural, and social all at once.”
The winners of the Jollof Your Way with Knorr Challenge will receive specially curated Wingman Boxes, ensuring that the celebration carries on long after World Jollof Day.
This campaign reinforces Knorr’s commitment to driving cultural conversations around food, community, and identity — highlighting that Jollof is more than just a dish; it’s a shared experience made even more flavorful and memorable with Knorr.
