A fast-moving consumer goods company has introduced a new nationwide campaign designed to appreciate mothers while strengthening its relationship with customers. The initiative, launched by Three Crowns Milk, focuses on celebrating the role of mothers in families and communities, while also encouraging greater consumer participation.
According to the company, the programme is the 2026 edition of its long-running “Mum of the Year” campaign, which has grown into a widely recognised platform over the years. The campaign aims to highlight the sacrifices, strength, and everyday contributions of mothers across Nigeria, reinforcing the brand’s connection to family wellbeing.
The organisers explained that the campaign is not just about rewarding consumers, but also about building an emotional bond with families. It is structured to encourage people to show appreciation to their mothers in meaningful ways, while also engaging directly with the brand through a simple participation process.
This year’s edition carries the theme, “Treasure Mum with a Trip to Zanzibar,” reflecting a stronger focus on rewards and memorable experiences. As part of the campaign, participants are required to purchase products worth a specified amount and submit a personalised entry through an online platform.
Speaking on the initiative, the firm emphasised that it offers Nigerians a unique opportunity to honour mothers who play vital roles in shaping families and society. A company representative said, “The Mum of the Year Campaign represents a distinctive and meaningful opportunity for Nigerians to honour the exceptional women who anchor their families and communities.”
The campaign will go through several stages, including entry submissions, screening, and shortlisting. Finalists will then compete at a grand finale event, where winners will be selected. The top three participants are expected to receive an all-expense-paid trip to Zanzibar, providing a memorable reward for both mothers and their families.
Another company official highlighted the deeper purpose behind the campaign, noting that it goes beyond recognition to create shared experiences. “Mothers play an irreplaceable role in shaping who we are through their sacrifices, strength, and unwavering support,” the official said, adding that the initiative is designed to give families an opportunity to express gratitude in a simple but meaningful way.
The company further explained that the promotion is part of a broader strategy to boost customer engagement and loyalty. By combining emotional storytelling with tangible rewards, the brand hopes to strengthen its connection with consumers while increasing product visibility and sales.
Overall, the campaign reflects a growing trend among FMCG firms to use reward-based promotions to connect with customers on a deeper level. Beyond offering prizes, such initiatives aim to build lasting relationships by aligning products with everyday family values and experiences.
