Rite Foods blends BIGI, Fearless, LIDA Malt in creative brand push

By Adebola Muili

Rite Foods Limited has showcased its diverse product portfolio through a creative communication approach featuring its BIGI, Fearless and LIDA Malt brands, highlighting how businesses can use relatable moments to strengthen brand identity and engage consumers.

The initiative, which featured a caricature of the company’s Managing Director and Chief Executive Officer, Seleem Adegunwa, holding a bottle of LIDA Malt, combined humour with product visibility in a message designed to acknowledge the goodwill and birthday wishes he received.

The creative also referenced Ososa, Ogun State, where the company’s manufacturing operations are based, linking its products with its operational base and broader corporate identity.

The development was highlighted in a statement made available by Adejoke Salami, Media Executive at Rite Foods Limited.

A notable feature of the creative was the prominence given to LIDA Malt, the company’s recently introduced non-alcoholic malt beverage. Its inclusion in a personal appreciation message provided an opportunity to showcase the product outside the format of a conventional advertisement.

By bringing BIGI, Fearless and LIDA Malt together in one visual, the company presented its brands as part of a broader portfolio, using a single communication piece to draw attention to products serving different consumer preferences.

The approach reflects the role of creativity in corporate communication, particularly in the fast-moving consumer goods sector, where brands compete for consumer attention across multiple channels.

Rather than relying exclusively on direct product promotion, companies can incorporate their products into familiar situations and messages that audiences can readily relate to. Such approaches can complement conventional advertising while giving corporate communications a more personal tone.

For Rite Foods, the creative execution also provided an opportunity to associate its leadership with the company’s products, while using a message of appreciation to reinforce the visibility of its brands.

The initiative underscores how businesses can explore different ways of presenting their products and corporate identity, turning routine communication into an opportunity to connect with audiences.