As I scrolled through my social media feed, a short video caught my attention. An elderly woman, fondly called Mama, reached into her purse to pay a young labourer. The young labourer hailed her “Mama, Pour Pure Love” as she smiled and handed him extra money. He smiled back.
The phrase struck a chord. It sounded familiar. I replayed the video, and it clicked, Golden Terra Oil’s “Pour Pure Love” campaign. More than just a tagline, it had become a cultural expression, a reminder that love isn’t just spoken, it is poured out in actions, just like a meal prepared with care.
The campaign’s core message emphasises that cooking is more than just preparing food; it’s an act of love. By using Golden Terra Oil, mothers pour not only pure oil but also pure love into their meals, giving both healthy diets and excellent taste.
Scrolling further, I saw another post of someone surprising an older woman who had helped him as a child years ago with a thoughtful gift, captioned, “A small act of kindness creates a lasting impact.” It hit me that this was just the beginning. “Pour Pure Love” is no longer just an advertising slogan; it is becoming a way of life.
The phrase “Pour Pure Love” has transcended its origins, becoming a part of everyday language among Nigerians. It symbolises acts of kindness, generosity, and genuine care, reflecting the campaign’s impact on societal values. The video I watched is just one example of how this message has permeated daily interactions, encouraging people to infuse love into their actions
From celebrating the love and dedication that mothers pour into every meal to neighbours helping each other, the campaign reflects real-life moments of kindness. It is now a part of everyday conversations, a phrase used to describe generosity and thoughtfulness.
Probal Bhattacharya, Chief Marketing Officer, TGI Group, reflected on the campaign’s development: “Developing the ‘Pour Pure Love’ campaign took an immense amount of thought and insight. We wanted to create a message that not only showcases our product’s quality but also resonates deeply with the values and emotions of our consumers. Seeing the phrase become a part of daily life is truly rewarding; it shows that love, when shared, multiplies.”
Golden Terra Oil’s campaign has gained admiration from consumers and accolades from the marketing industry. In September 2024, it won the Outstanding Campaign of the Year at the National Marketing Stakeholders Summit and Awards. It also received a Silverware in the Food and Consumable Products category at the Lagos Advertising and Ideas Festival (LAIF), recognising its creative excellence and deep emotional connection with audiences.
So next time you witness a moment of kindness, a shared meal, a helping hand, or a thoughtful gesture, remember that love is best expressed in action. “Pour Pure Love” is a reminder that every small act of care leaves a lasting impact. And just like Golden Terra Oil enriches every meal, let’s enrich the world around us with generosity, warmth, and love, one act at a time.
Golden Terra Soya Oil is a premium, all-purpose cooking oil made from 100% pure soya beans, sourced and manufactured in Nigeria. It contains 5x more PUFA (Polyunsaturated Fatty Acids) proven to deliver numerous health benefits, like reducing cholesterol, maintaining a healthier heart, enhancing nerve function, boosting brain health, and supporting muscle strength. Discerning consumers trust Golden Terra Soya Oil to bring an unmatched balance of Taste & Health to every dish cooked with it. Available in various sizes, including 1000ml pouch, 700ml and 1.4L bottles, and 3L, 5L, and 25L kegs
