Rite Foods turns CEO’s birthday appreciation into brand storytelling

By Adebola Muili

Rite Foods Limited has turned a birthday appreciation message by its Managing Director and Chief Executive Officer, Seleem Adegunwa, into a creative brand storytelling initiative, using the occasion to showcase its product portfolio, particularly its recently introduced LIDA Malt beverage.

The initiative featured a caricature of Adegunwa holding a bottle of LIDA Malt in a visual designed to acknowledge the goodwill and birthday wishes he received, while incorporating the company’s brands and manufacturing identity.

According to a statement made available to journalists, the creative approach was highlighted by Marketing Edge, a marketing and communications publication, as an example of how everyday occasions can be used to communicate a brand’s identity and strengthen audience engagement.

The visual featured references to BIGI, Fearless and LIDA Malt, as well as Ososa, Ogun State, where Rite Foods’ manufacturing operations are based. The elements linked the chief executive’s personal celebration with the company’s products, operations and broader corporate identity.

LIDA Malt occupied a prominent position in the visual, providing the company with an opportunity to showcase the non-alcoholic malt beverage in a context that differed from conventional product advertising.

Rather than relying on a direct promotional message, the initiative incorporated the product into a personal expression of gratitude, combining humour and familiarity to create a connection between the occasion and the company’s brand portfolio.

The development highlights how corporate communication can extend beyond traditional advertising and product promotion, with personal milestones providing opportunities for brands to engage audiences while communicating their values and identity.

In Nigeria’s competitive fast-moving consumer goods market, where companies continually seek ways to distinguish their products, such creative approaches can complement conventional marketing and public relations activities.

The statement noted that the initiative demonstrated how a familiar occasion could serve as a platform for communicating a brand’s personality and showcasing its products without losing sight of the original purpose of the message.

For Rite Foods, the approach underscores the potential of creative communication to connect leadership, products and corporate identity, turning a birthday appreciation message into an opportunity to reinforce the company’s brand story.