Golden Terra Oil’s “Pour Pure Love” Campaign shines at The EDGE Awards
At the 2024 EDGE Awards, held in Lagos, we were thrilled to witness Golden Terra Oil’s victory through its campaign which exemplified the perfect blend of emotional resonance, creative execution, and strategic brilliance.
At the heart of every unforgettable campaign lies a powerful story that touches lives, not just sells products. Golden Terra Oil’s “Pour Pure Love” campaign is one such story—one that captured the hearts of families across Nigeria and left a lasting emotional impact. It’s no surprise that this beautifully crafted campaign earned the prestigious Best Campaign of the Year award at the 2024 EDGE Awards.
From the moment the campaign first aired, its message struck a chord.
Golden Terra Oil’s campaign told the story of a mother pouring love into every meal she prepared, a story that resonates deeply with the everyday experiences of countless Nigerian families across demographics. Don’t you just miss the good ol’ days!
The “Pour Pure Love” drew on universal truths—love, care, and the special bond shared at the dining table in every home — while connecting these sentiments to the everyday act of cooking, which made it both relatable and memorable. This thoughtful alignment between the product and its messaging is what we believe sets the gold standard for marketing campaigns.
More than just an ad, it highlighted the nurturing role of mothers — their care and devotion reflected in the food they lovingly prepare. In a society where family bonds and mealtime traditions are sacred, this emotional storytelling gave the campaign a unique power that couldn’t be ignored.
Golden Terra Oil took an essential household item—cooking oil—and imbued it with meaning. The result was a narrative that elevated a basic product into a symbol of family unity, nourishment, and love. For this reason, when we shortlisted “Pour Pure Love”, it was clear that it had all the hallmarks of a standout campaign that deserved to be celebrated.
We are honoured to have recognized the brilliance behind Golden Terra Oil’s campaign. It wasn’t simply the creative execution that stood out—it was the intention behind it, the way it mirrored everyday acts of love in Nigerian households, and the emotional connections it fostered. This is the kind of campaign that sets a standard for how brands should approach their storytelling—authentic, meaningful, and always mindful of the people behind the product.
“At MARKETING EDGE, we are always on the lookout for campaigns that speak to the human experience, and Golden Terra Oil’s ability to turn a simple ingredient like cooking oil into a symbol of familial love is what made it truly extraordinary. As we reflected on why this campaign deserved to be celebrated, it became evident that it wasn’t just about effective marketing—it was about creating a sense of belonging, warmth, and togetherness,” an Award Juror said.
Industry observers also agreed that while it’s fast getting rare to find campaigns that are able to move beyond their functional purpose and build a real emotional connection with consumers, this campaign achieved exactly that.
“It spoke to the nurturing spirit of mothers and how they pour love into each meal they prepare for their families. This narrative resonated deeply, leaving an imprint on the hearts of viewers long after the ads had aired,” a marketing professional told MARKETING EDGE.
What stood out most about “Pour Pure Love” wasn’t just the visual or literary elements; it was the sincerity of its message. Golden Terra Oil didn’t just present its product as something to be bought—they framed it as a vessel for expressing love and care within Nigerian households. This ability to go beyond traditional marketing to create something authentic and meaningful is what resonated with consumers, and it’s why we at MARKETING EDGE felt compelled to recognize the campaign as truly best-in-class.
As we reflect on the success of the campaign, it’s clear that its emotional depth has set a new benchmark for future marketing in the fast-moving consumer goods (FMCG) sector. The beauty of the “Pour Pure Love” campaign is in how it aligns functional product benefits—cooking oil—with the deeper values of family and care. This fusion of functionality and emotional storytelling is something all brands should aspire to achieve in their marketing efforts.
As an organisation that has ‘promoted the brand idea’ for over two decades, we are proud to have played a role in recognizing and honouring this campaign. It serves as a shining example of how brands can create stories that not only sell but also inspire and touch lives.
Golden Terra Oil’s achievement is not just a momentary victory but a reminder that great marketing is about more than just promoting a product—it’s about connecting with people in a way that feels genuine and heartfelt.
This was firmly confirmed by Probal Bhattacharya, Chief Marketing Officer, TGI Group, who, while reflecting on the success of the campaign and its EDGE Awards win, said, “The ‘Pour Pure Love’ campaign was designed to connect with our consumers by celebrating the unconditional love mothers pour into every meal. The response has been overwhelming, and winning this award is a testament to the emotional connection we have built with families across the country”.
As the proud organizers of The EDGE Awards, we take great pride in celebrating campaigns that go beyond commercial intent to create deep emotional connections with their audience. The EDGE Awards is not only about creativity and technical excellence but also about the heart of the message and its lasting impact on consumers.
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