Terra Cube’s fans have shown interest in becoming ambassadors of the brand after Chioma Akpotha, the Brand Ambassador of Terra Cube, in a recent post, announced that she would be going on a short break and that the role was now open for anyone to fill by following an application process.
According to a brand analyst Segun Awe, for many brands, consumer engagement ends at the point of purchase. He said, “A product is bought and used, and the relationship seemingly stops there until the next transaction. But what if a brand could mean more? What if it could transform everyday consumers into brand champions?
“That’s exactly what Terra Cube is doing. The brand has always been loved for its rich flavours and ability to bring out the best in home-cooked meals. But recently, something extraordinary happened. The love for Terra has gone beyond product usage; consumers and everyday people have immersed themselves in the brand in a way deeper than seasoning cube.”
Another brand analyst, Collins Odu, said Akpotha’s short break was a major shift from the traditional method of appointing celebrities as brand ambassadors. Odu said, “Instead of looking for another well-known face to represent Terra, the brand spotlighted its consumers, giving them a once-in-a-lifetime opportunity to step up, take centre stage, and become ambassadors themselves. It is a brilliant move that reinforces the brand’s connection with everyday people and shows that a brand’s success isn’t just about endorsements but about real people who genuinely love what it stands for.
“The audition process for the Terra Ambassador role is both simple and impactful. Interested consumers must submit a one-minute video introducing themselves, including their name and location, while explaining why they believe they are the perfect fit for the position. However, the process goes beyond just a passion for the product. Participants are asked to demonstrate their knowledge and connection to the Terra brand and to pitch a community initiative they would like to bring to life if chosen as the ambassador. Since the launch of the campaign, entries have been flooding in across social media platforms, showcasing creativity, brand love, brand loyalty, and heartfelt enthusiasm from everyday people. Some participants have shared touching stories about how Terra Cube has been a beloved staple in their homes for years, playing a central role in their family cooking experience & traditions. Additionally, proposing outstanding and innovative community projects that align with Terra’s mission of “Unwrapping Smiles.”
Chief marketing officer, TGI Group, Probal Bhattacharya, remarked, “The response to this initiative has been truly overwhelming. At TGI Group, we believe that our consumers are not just important but at the heart of everything we do. This campaign is a testament to our commitment to making them an integral part of our brand as buyers and active participants. We will always go the extra mile to ensure they feel valued, heard, and involved in our journey with Terra.”
