FrieslandCampina WAMCO Nigeria PLC has spotlighted mothers as the structural and emotional pillars of households, as it launched the 2025 edition of its flagship Mum of the Year campaign under its Three Crowns Milk brand.
According to a statement, the annual initiative celebrates Nigerian mothers’ resilience and devotion to their families while promoting healthy nutrition. This year’s edition will reward three outstanding mothers with an all-expense-paid getaway to Zanzibar, Tanzania, alongside two family members each.
The Marketing Manager, Three Crowns Milk, Chioma Otisi-Igwe, said the campaign was designed to honour mothers as the foundation of every family.
She said, “At Three Crowns Milk, we recognise that mothers are not just caregivers; they are the emotional and structural pillars of every household.
Their strength, resilience, and well-being form the bedrock upon which families thrive. That’s why our commitment goes beyond nourishment; we care for her heart so she can continue to pour love, strength, and stability into her family.”
She explained that this year’s theme, ‘Reward Your Treasure’, reinforces the message that celebrating mothers need not be extravagant but thoughtful. Otisi-Igwe noted that the campaign offers families the chance to honour their mothers through creative expressions while rewarding them with memorable experiences.
The company said the 2025 competition will spotlight mothers who embody the Three Crowns brand values of being fit, smart, fun-loving, and full of love for their families. Winners will receive the Zanzibar trip and a one-year supply of Three Crowns Milk, while consolation prizes such as kitchen appliances and product hampers will be given to other participants.
To enter, participants are required to submit a note using each letter of “MUM” to describe their mother’s qualities and why she deserves the award. Entries can be submitted on the Three Crowns website or at designated collection centres nationwide, with proof of purchase of specified Three Crowns products.
The contest will proceed through several stages, starting with a nationwide call for entries. Fifty submissions will be shortlisted based on creativity and originality before six finalists advance to the grand finale, where the winners will emerge.
Senior Brand Manager of Three Crowns Milk, Adesanjo Oyejide, said the campaign goes beyond competition to celebrate motherhood in a broader sense.
He said, “MOTY 2025 is more than just a competition; it’s a celebration of motherhood and an opportunity to give back to the women who have given us so much. We want every participant to feel part of a larger celebration, and beyond winning prizes, we’re offering rewards that mothers can enjoy and share with their families.”
