Dangote Salt Showcases The Power Of Everyday Essentials At Ojude Oba And Ita Osu Market

At the intersection of culture, health, and community, Nigeria’s leading salt brand reaffirms its role in homes, heritage, and public wellbeing

In an era where brand participation in cultural events can often feel transactional, Dangote Salt delivered something different, something deeper, at the 2025 Ojude Oba Festival and a grassroots activation at Ita Osu Market. With a strong cultural narrative and a people-first approach, Nigeria’s most trusted salt brand offered more than visibility. It offered value, through tradition, health education, and shared human experience.

This year’s campaign, “The Essence of Togetherness Begins with Dangote Salt,” moved beyond conventional sponsorship. Instead, it celebrated the quiet, powerful ways salt weaves itself into our daily lives, from preserving culture to preserving health.

The engagement began at Ita Osu Market, where Dangote Salt hosted a well-coordinated community activation designed to resonate with its core consumer base: market women, food vendors, and everyday Nigerians who make daily purchase decisions for their homes. The event featured branded visibility, interactive Q&A sessions, health education, and product sampling. According to a Dangote Salt representative,

“This market is not just a place of trade, it’s the soul of many homes. If you want to connect with people’s lives, you start where they shop, learn, and share.”

Princess Adesile Ajigboteso, Dangote Salt’s cultural ambassador, spoke passionately to the crowd:

“Salt is not just seasoning, it’s a symbol. A symbol of how we treat food, preserve leather, colour fabric, and even show hospitality. Our ancestors didn’t measure it by teaspoons; they measured it by trust. And today, Dangote Salt continues that legacy.”

To underscore the brand’s commitment to wellness, Dr. Almaz Eric-Brown led a public health talk on the importance of iodised salt, demystifying myths around salt consumption and reinforcing its benefits in preventing goitre and enhancing brain function in children. She also addressed how salt plays subtle but important roles in food safety, such as in rinsing fresh vegetables sold at markets to reduce bacterial risk.

At the Ojude Oba Festival, Dangote Salt brought that same message of cultural relevance to a grander stage. The brand’s pavilion wasn’t just a booth, it was a sensory journey. Traditional drums, the aroma of Ijebu delicacies, and the regal arrival of Princess Adesile on horseback in family aso-ebi drew a crowd that lingered, laughed, and learned.

“It’s not a booth, it’s a whole experience,” one festivalgoer remarked, recording as dancers circled the pavilion and guests received branded tote bags, iodised salt, and native recipe cards.

The display also subtly called attention to how salt has shaped cultural practices:

• Preserving the bold colours of Asoke and Adire, worn proudly by celebrants
• Treating leather items like whips, belts, and saddles seen in the parades
• Enhancing the taste and safety of meals shared communally across the grounds

These details informed us about the unseen ways salt supports culture, health, and heritage.

One Salt, Endless Experiences

Adding a modern twist to the experience, a group of travel influencers and vloggers documented their journey from Lagos, engaging with locals, sampling the food, and amplifying the activation’s reach through digital storytelling. Their content offered a fresh perspective: culture isn’t just inherited, it’s shared, experienced, and celebrated.

Across both activations, Dangote Salt proved that brand relevance doesn’t come from logos or giveaways, it comes from understanding people. By showing up in the spaces that matter, with messages that resonate and touchpoints that educate, the brand deepened its relationship with the Nigerian consumer.

“Whether in the market or at the festival, we’re here to do more than sell,we’re here to serve,” the Dangote Salt team noted. “We want Nigerians to know that Dangote Salt is a partner in their homes, in their health, and in their heritage.”

“We’re more than a salt brand. We’re part of everyday life. From the markets where women bargain and build their businesses, to the festivals where families come together, we want to be present, purposeful, and proud of our roots.”

In the words of Princess Adesile, “From our markets to our festivals, from our health to our heritage, this is one salt, endless experiences.”

The “One Salt, Endless Experiences” campaign continues to build on that promise, connecting product value to cultural depth and everyday meaning. And as this year’s Ojude Oba and Ita Osu activations showed, Dangote Salt isn’t just part of the story, it’s helping preserve it.