The Refuel@₦1k campaign was a partnership between Chicken Republic and Chowdeck — a high-energy activation built around an affordable hero meal designed to drive mass adoption of food delivery among everyday Nigerians.
The brief was clear: make noise, drive transactions, and grow the audience. The campaign needed to feel culturally resonant — not like a corporate promotion, but like something Nigerians wanted to be part of.
We led with influencer-powered content, identifying creators with high engagement in Lagos, Abuja, and Port Harcourt who had genuine credibility with our target audience. Rather than scripted ads, we encouraged authentic UGC — real people ordering the Refuel meal and sharing their experience.
The paid amplification strategy was built to multiply the reach of the best-performing organic content using Spark Ads logic — spending behind what was already working rather than creating cold ad creative from scratch.
The campaign generated ₦1.5 billion in transactions and 300,000+ orders in week one — not because of a big budget, but because the creative spoke the right language to the right people.