Enduring brand legacies begin with strong consumer communities – Expert

For brands that want to create enduring market legacies, building a sense of community and connection with consumers takes focused effort that must be earned over time.

In 2025, Terra moved market strategy beyond conventional marketing to building genuine connections with consumers.

This was done with a deliberate shift towards building a community rooted in shared experiences, joy, education, and everyday relevance.

And, that strategy moved the brand from just competing for shelf space or market share, to building community connections with its consumers.

“At Terra, we believe strong brands are built by creating value beyond the product,” Probal Bhattacharya, chief marketing officer, TGI Group, stated.

Over the years, Terra’s consumer engagement has gone beyond traditional advertising.

The brand has focused on showing up where its consumers already are – online, in kitchens, in conversations about food, during moments of joy, and togetherness.

One of the strongest expressions of this commitment was Terra’s partnership with Big Brother Naija (BBN).

Rather than simply sponsoring the show, Terra leaned into moments that encouraged shared experiences such as mealtimes, game night, viewers engagement, and social media conversations that brought people together over food.

Another major pillar of Terra’s community-building efforts has been the Unwrap Joy Squad activities.

Designed as a people-first initiative, the Unwrap Joy Squad brought Terra closer to consumers through on-ground activations, surprise moments, and genuine interactions.

According to Bhattacharya, these marketing strategies were intentional touchpoints that celebrated everyday Nigerians and the small joys that food brings into their lives.

He added that by focusing on joy as an emotional connector, Terra reinforced its role as not just a seasoning brand, but a part of daily living.

Digital food communities have also played a central role in Terra’ strategy. Through recipes, cooking videos, and relatable food content, the brand has consistently empowered consumers with knowledge and inspiration.

From quick weekday meals to festive cooking ideas, Terra’s content has encouraged experimentation, confidence, and creativity in the kitchen.

This approach has helped foster an active community where consumers don’t just watch content but engage, recreate, and share their own experiences.

“When you invest in people, culture, and shared experiences, you build trust and loyalty that no discount or promotion can buy. Our goal is to be present in meaningful moments, not just purchase moments,” Bhattacharya stated.

Terra has demonstrated that market leadership is not just about numbers alone, but about connecting and building a community with consumers where it matters most.

In building communities around food, joy, and shared experiences, Terra is setting a new standard for how Nigerian brands can grow, not just bigger, but closer to the people they serve.

According to Bhattacharya, Terra Seasoning Cube is made up of wholesome, carefully sourced essential ingredients specially designed to meet the discerning Nigerian consumers’ needs in every meal, offering great taste, flavour, and aroma for that unique cuisine experience.

He added that every meal cooked with Terra guarantees an enjoyable meal and a rich signature homemade taste experience. Available in Beef, Chicken, and Jollof flavours, in various consumer-friendly pack sizes nationwide.

In redefining what flavour should feel like for everyday homemade meals, the brand is also well positioned for those seeking a superior culinary experience, with its Terra Premium seasoning cube; considered as the gold standard.

Terra Premium seasoning cube is meticulously curated to elevate everyday meals into extraordinary culinary experiences.

“Terra Premium was created to redefine what ‘premium’ means in the seasoning space,” Bhattacharya stated.

According to him, Terra Premium has rapidly become a kitchen essential, earning glowing praise for its distinct, full-bodied flavour; adding that what sets it apart is its deep connection with Nigerian consumers.

“From its elegant packaging to bold shelf appeal, everything about it is tailored to modern retail channels. We are proud to lead the way with a product that delivers a sophisticated experience—from the first glance on the shelf to the final taste in the pot.”

Bhattacharya also disclosed that each box of Terra Premium seasoning contains 80 cubes and offers not just convenience but a promise of consistent, high-quality flavour.

“Whether preparing a simple family dinner or a festive feast, Terra cubes infuse meals with a touch of luxury that discerning consumers can taste and trust.”