Milk brand milks motherhood for marketing stunt
FrieslandCampina WAMCO wrapped up the 10th annual Three Crowns Mum of the Year competition with a celebration over the recent weekend that honored Nigerian mothers through fitness activities and entertainment. Media figure Bukunmi Adeaga-Ilori, known as Kiekie, hosted the finale event that drew families and supporters of the dairy brand’s maternal wellness program.
Officials from the Lagos State Lottery Commission and Federal Competition and Consumer Protection Commission verified entries before a live selection advanced 50 participants to semifinals. Six finalists reached the concluding stage, where judges Bamike Olawunmi Adenibuyan, Jamila Lawal, Ifedayo Durosinmi-Etti and fitness trainer Ben Fit assessed candidates on physical health, cognitive sharpness, emotional awareness and household involvement. Ugwu Edith Uzoamaka earned first place, while May Wala and Nwakire Amarachi Ujunwa finished second and third. The top three winners received trips to Zanzibar and a 12-month supply of Three Crowns products. Contestants placing fourth through sixth collected household appliances and milk provisions.
Marketing Director Maureen Ijada said the milestone edition demonstrates the company’s continuing support for mothers who display strength and care within their households. Marketing Manager Chioma Otisi-Igwe described the initiative as a recognition platform for the unacknowledged champions of family life.
