TheCable

Chain Reactions Africa has announced its appointment as the new strategic communications and public relations consultant for Dufil Prima Foods Limited, makers of Indomie Instant Noodles. 

According to a statement on Thursday by the PR firm, the partnership, which took effect on February 1, 2024, intends to first strengthen Indomie Noodles’ market leadership and build stronger emotional connections with consumers across the Nigerian market.

“With a commitment to delivering quality products and enriching the lives of consumers, Dufil Prima Foods Limited recognises the importance of breakthrough communications strategies that reaches the hearts and move the wallets,” the firm said.

“As part of its growth strategy as the clear market leader, the company has enlisted the expertise of Chain Reactions Africa to enhance its flagship brand – Indomie Instant Noodles’ visibility, reputation, and engagement within the Nigerian market.”

Speaking on the new partnership, Temitope Ashiwaju, group corporate communications and event general manager at Dufil Prima Foods, expressed excitement about working with Chain Reactions Africa. 

“Their proven track record of creativity, strategic depth, understanding of trends and culture amongst critical demographics, market insight and integrated approach to communications have made them our preferred partner,” he said. 

“Together, we aim to strengthen our market leadership, engage with our consumers more effectively, and drive meaningful connections that resonate with our target audience.”

Also speaking on the partnership, Jaiye Opayemi, Chain Reactions Africa’s managing director and chief strategist, expressed delight at the ‘good news’ from Dufil Prima Foods Limited, thanking the organisation for “choosing us” to manage the Indomie Instant Noodles brand.