As the new year begins, Addme, an innovative brand offering smart cooking mates, is encouraging Nigerians to let go of stress and embrace a lighter, more joyful way of living.
A statement from the firm on Tuesday stated that the brand delivered this message through a community-focused activation tagged “A Stress-Free Start with Addme,” held at Ikotun Market, Lagos.
The activation attracted sub-distributors, traders, market women, and shoppers within the bustling market environment, transforming the space into a hub of colour, excitement, and shared optimism. As the balloons rose into the Lagos skyline, the moment underscored the brand’s positioning around simplicity and ease, reinforcing the idea that stress-free living can begin with everyday choices.
Addme products are positioned as everyday meal companions, with variants such as NoodleMate, RiceMate, and PastaMate, designed to be added to noodles, rice, and pasta. The products are tailored to help home cooks save time while delivering great taste and nutrition, reducing the stress often associated with meal preparation.
Speaking on the activation, the General Manager of Addme Nutrition Limited, Sukhman Kaur, said the initiative reflects the brand’s purpose of supporting Nigerian families in their daily routines.
“As a brand, Addme is committed to making everyday cooking simpler and less stressful for Nigerian homes. A Stress-Free Start with Addme reflects our belief that when cooking becomes easier, families can enjoy more meaningful moments together. The balloon release symbolises letting go of pressure and starting the year with ease,” she said.
Beyond the symbolic balloon release, attendees participated in on-ground engagements, including interactive games and meals prepared with Addme products, reinforcing the brand’s messaging around ease, enjoyment, and community.
As part of the activation, a raffle draw was conducted to reward members of the market community, with five participants winning N100,000 each, while one participant emerged as the grand prize winner of N1,000,000.
Also speaking on the activation, the Marketing Manager, Addme Nutrition Limited, Vivian Pratt, said the initiative was designed to connect with consumers within their everyday environment.
“Ikotun Market was the perfect place to bring this message to life. Our goal was to meet consumers where they live and shop, and show, in a very human way, how Addme supports stress-free living. This activation allowed us to connect emotionally with families and reinforce Addme as their everyday meal companion,” she said.
With the symbolic balloon release and immersive on-ground experience, Addme Nutrition Limited reaffirmed its brand promise as an everyday meal companion, inspiring consumers to begin the year with less stress and more joy.
