…seasonal campaign blends star power and product demos to drive purchase intent
By Martin Ogumah
Scanfrost, Nigeria’s well-known kitchen appliance brand, has kicked off its 2025 festive activation by roping in celebrity chef Hilda Baci as the face of its Christmas Challenge campaign. The activation pairs the chef’s massive social following and culinary credibility with retail promotions and in-store demonstrations that are designed to turn festive visibility into measurable sales uplift.
Hilda Baci – who achieved global visibility through her marathon cooking streams and media presence – brings a blend of authenticity and everyday utility to Scanfrost’s message. The campaign promises recipe showcases, product demos, and consumer competitions aimed at placing Scanfrost appliances at the centre of festive kitchens across Nigeria. For a brand whose product line depends on demonstration and trust (cookers, refrigerators, freezers), celebrity endorsement that includes practical usage content is smart IMC.
The difference between this activation and a simple billboard endorsement is the emphasis on live demonstration and content. Hilda Baci’s involvement goes beyond a face for ads: she’ll appear in cooking challenges, share recipes that use Scanfrost appliances, and encourage consumer entries to win prizes. This format converts celebrity equity into tangible product benefits: ease of use, performance credibility, and lifestyle fit.
That demonstration-first approach reduces scepticism. When a consumer sees a trusted public figure use a product convincingly – not just pose with it – the cognitive leap from awareness to purchase becomes shorter. For kitchen appliances, where perceived durability and reliability matter, live or recorded demos build the evidence consumers need.
Scanfrost’s Christmas Challenge ties influencer content to retail promotions and in-store activations – an omnichannel play that’s ideal for high-consideration purchases. The company will combine: Social media content (short-form videos and reels) for reach; In-store demo days and special pricing for conversion; and Competitions and user-generated content to sustain engagement.
This funnel – awareness to demo to purchase – mirrors modern IMC best practice for durable goods. It’s especially effective during the festive season when consumers are gift-minded and receptive to higher-value purchases.
To claim success in the areas of brand equity and measurement marketers should track incremental sales lift during the campaign window, engagement rates on culinary content (views, saves, shares), and conversion rates at retail partners and online channels.
If Scanfrost marries credible content with accessible retail incentives, the campaign could both boost short-term revenue and cement long-term kitchen-brand recall. Hilda Baci’s credibility as a cook gives the brand what paid media alone cannot: real-world proof of product performance. Scanfrost’s Christmas Challenge shows that when celebrity partnerships are executed with product demos and retail hooks, both brand equity and sell-through can rise together — a lesson for marketers preparing 2025/26 festive plays.
