By Event Diary Lifestyle
Royal Salt Ltd, makers of Mr. Chef Salt, has rewarded more than 820 Nigerians through its nationwide Mr. Chef Market Runz to 20 Millionaires Campaign, with 20 consumers emerging as millionaires after receiving ₦1 million each at the campaign’s grand finale in Lagos.
The 20 winners were presented with ceremonial cheques worth ₦1 million each, bringing the total grand prize to ₦20 million, as Royal Salt brought the 12-week consumer engagement campaign to a close.
The grand finale was attended by Royal Salt Ltd management, key distributors of Mr. Chef Salt, media organisations, representatives of WAZOBIA FM, agency partners and invited guests.
Beyond the 20 grand prize winners, more than 500 consumers also received weekly cash rewards during the campaign.
Participants won ₦10,000 and ₦5,000 prizes by correctly answering Mr. Chef Market Runz trivia questions broadcast across five WAZOBIA FM stations and shared on the brand’s digital platforms.
The campaign combined radio, social media and experiential marketing to engage consumers across different parts of Nigeria, turning everyday interactions with the Mr. Chef brand into opportunities for entertainment, participation and rewards.
Over the 12-week period, consumers participated in radio programmes, social media conversations, market-themed entertainment, cooking discussions, quizzes and trivia competitions designed to deepen engagement with the brand while rewarding consumer loyalty.
Royal Salt said the campaign was developed to celebrate hardworking Nigerians and recognise the loyalty of consumers who continue to support the Mr. Chef brand.
A major feature of the campaign was the transparency surrounding the selection of the 20 grand prize winners.
The final raffle draw was broadcast live across five WAZOBIA FM stations as well as Facebook, Instagram, TikTok and YouTube, allowing consumers to follow the selection process in real time.
The company said the approach was intended to strengthen public confidence in the campaign and demonstrate its commitment to fairness, integrity and accountability.
Speaking at the grand finale, the Group Managing Director of Royal Salt Ltd said the campaign reflected the company’s desire to celebrate the resilience and entrepreneurial spirit of Nigerians.
“At Royal Salt Ltd, we believe our consumers are the foundation of our success. The Mr. Chef Market Runz Campaign was designed not only to reward loyalty but also to celebrate the resilience, determination, and entrepreneurial spirit of hardworking Nigerians,” the GMD said.
The Managing Director noted that while the company was pleased to celebrate the 20 new millionaires, it was equally significant that hundreds of other consumers benefited from the weekly radio and social media rewards throughout the campaign.
“Supporting the daily hustle of Nigerians remains at the heart of everything we do,” the company said.
The grand finale also featured live entertainment, campaign highlights, winner testimonials, media interviews and networking sessions, with the 20 winners receiving their ₦1 million cheques before consumers, partners and members of the media.
Royal Salt said the campaign demonstrated how traditional media and digital platforms could be combined to create stronger consumer engagement and meaningful conversations around a consumer brand.
Thousands of Nigerians participated in the campaign, while hundreds received instant rewards through the weekly trivia competitions before the final raffle produced the 20 grand prize winners.
For Royal Salt, the initiative goes beyond a conventional promotional campaign.
The company said it was designed to recognise consumer loyalty, celebrate determination and provide support for Nigerians working to improve their lives and businesses.
The campaign also reflects the growing importance of consumer engagement in Nigeria’s fast-moving consumer goods sector, where brands are increasingly seeking ways to build stronger relationships with customers beyond the point of purchase.
By combining financial rewards with radio entertainment, digital interaction and experiential activities, the Mr. Chef Market Runz campaign provided Royal Salt with a platform to connect directly with consumers while strengthening awareness around its flagship Mr. Chef Salt brand.
The company expressed appreciation to participants, WAZOBIA FM, key distributors, media and retail partners, campaign implementation partners and Nigerians who participated in the initiative.
Royal Salt said it would continue to develop consumer engagement programmes aimed at creating memorable experiences, rewarding loyalty and supporting initiatives that have a positive impact on Nigerian consumers and communities.
Royal Salt Ltd is a domestic and industrial salt manufacturing company in Nigeria and the producer of Mr. Chef Salt. The company focuses on producing salt products for everyday cooking and food preparation while building consumer trust through quality, innovation and engagement.
With the conclusion of the Mr. Chef Market Runz to 20 Millionaires Campaign, the company has positioned the initiative as another example of its consumer-focused approach to brand engagement and its efforts to give back to the communities that support its business.
