Knorr, one of Nigeria’s leading seasoning brands, marked World Jollof Day 2025 by highlighting the diverse stories, traditions, and flavours that make the dish an integral part of Nigerian culture. Through its campaign, Knorr World Jollof – Jollof Your Way: Your Story, Your Pot, the brand invited Nigerians to showcase how they prepare and enjoy Jollof rice in their own unique style.

The campaign kicked off with 19 creators and collaborators, described by Knorr as its “co wing(wo)men,” who shared personal narratives about the dish. From childhood memories to contemporary culinary twists, these stories highlighted the multiple ways in which Jollof rice carries meaning across households. The initiative quickly gained traction on social media, encouraging fans to participate through the Jollof Your Way with Knorr Challenge.

Entries poured in, each reflecting the individuality of every pot of Jollof while emphasising the communal experiences that the dish fosters. Winners of the Challenge will receive specially curated Wingman Boxes, ensuring that the celebration and enjoyment extend well beyond the official World Jollof Day.

Speaking on the campaign, Damilola Dania, Foods Demand Creation Lead at Unilever Nigeria Plc, said, “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. We are proud to have supported all of these stories as the kitchen wingman, adding flavour to the stories that matter most.”

The campaign underscores Knorr’s commitment to fostering cultural conversations around food, community, and identity. The 2025 edition of World Jollof Day demonstrated that Jollof rice is not merely a meal but a shared narrative, with Knorr positioned at the heart of these memorable culinary moments.