Gino World Jollof Rice Festival, Hilda Baci and the Power of Brand Buildin

At Lagos’ Eko Hotel & Suites, Hilda and her team laboured for nine hours to produce a pot of more than 22,000 litres, using 4,000 kilograms of rice. Equipment limits forced her to scale down from 250 bags to 200, but the achievement was staggering. Over 20,000 guests registered, and more than 30,000 people tasted the dish. Guinness World Records is still reviewing evidence, but the real victory may already belong to Hilda’s brand.

Hilda’s brilliance lies in strategy as much as in cooking. Marketing scholar Philip Kotler reminds us that strong brands deliver not just products, but stories, emotions, and experiences. Hilda spent nine months building that story – commissioning a custom pot, designing logistics for mass distribution, and feeding anticipation online by revealing every detail, from sponsors to spices.

Brand strategist David Aaker has argued that “brands are built on consistency and relevance.” Hilda’s consistency in chasing the impossible and relevance to Nigeria’s food culture ensured that the world watched before the first burner was lit.

Perhaps most impressive was the earned publicity. Hilda spent little on paid media. Instead, she relied on layered storytelling and her magnetic persona. Influencers livestreamed, celebrities flocked to the venue, and traditional outlets amplified the buzz without a formal press buy.

This “pull marketing,” where audiences spread a story willingly, is invaluable in today’s crowded media space. Hilda understood that people crave more than food—they crave drama, spectacle, and cultural pride. She gave them all three.

For Gino, the headline sponsor, the festival was a marketing coup. Its tomato paste and “Asun Jollof” seasoning were showcased throughout, seamlessly tied to Hilda’s record-breaking pot. Marketing theorist Kevin Keller notes that “the strongest brands create powerful, favourable, and unique associations.” Through Hilda, Gino achieved exactly that—its products are now emotionally linked to the biggest pot of jollof rice in history.

The genius of Hilda’s playbook lies in its lessons. First, audacity pays. Only bold ideas—like cooking a pot the size of a swimming pool—can cut through global noise. Second, partnerships matter. Hilda knew she could not pull it off alone. She turned personal ambition into collective triumph by aligning with Gino, mobilising suppliers, and coordinating volunteers. Third, spectacle is currency. In the attention economy, unforgettable experiences win. The giant steel pot, the aroma of thousands of kilograms of rice, and the live music created a moment no one could ignore.

Finally, authenticity outshines ad spend. Hilda’s story was so compelling that people—from influencers to journalists—became her megaphones. The impact rippled across industries. As visitors flew in from Africa, Europe, and North America, Lagos hotels filled up. Airlines saw a bump in traffic. For many, this was their first taste of Nigeria as a culinary tourism hub.

Culturally, the long-running “Jollof rice war” among Nigeria, Ghana, and Senegal has finally settled. Hilda planted Nigeria’s culinary flag firmly in the ground with her monumental pot.

Whether Guinness certifies the record or not, the Gino World Jollof Rice Festival has already achieved something remarkable: it boosted tourism, elevated a local brand, and turned a beloved dish into cultural diplomacy.

Hilda Baci has once again shown that success is not accidental—it is deliberate design, executed with vision, audacity, and a pot of jollof big enough to feed the world.