Chioma Okoli: Nigerians Unforgiving As Erisco Pushes New Adverts

Erisco Foods Limited, once one of Nigeria’s most prominent food brands, is currently trending online following a new advertising campaign

The Erisco company has launched a robust advertising campaign for its tomato paste products, including rebranded versions of its controversial Nagiko Tomato Paste. However, this effort has been met with sharp criticism from netizens, who believe the brand has been “totally canceled” and should reconsider its marketing strategy.

The backlash stems from a protracted controversy that began in September 2023 when Chioma Okoli, a consumer, criticized Erisco’s Nagiko Tomato Paste for being “too sugary.” Her comments led to her arrest and detention on charges of cybercrimes, to which she pleaded not guilty. The case attracted widespread outrage, with many accusing the company of bullying and overreach.

Erisco’s CEO, Eric Umeofia, escalated tensions when he reportedly declared his determination to ensure Okoli was punished, even if it meant risking lives. This statement further fueled public anger and significantly dented the company’s reputation.

The fallout has had profound consequences for Okoli. By May 2024, she reportedly lost her pregnancy due to the psychological trauma associated with her arrest, detention, and ongoing legal battles. After months of detention, her bail was finally perfected in June 2024, though the court case continues.

The public’s disapproval of Erisco was evident in reduced sales, forcing the company to redesign and rename its Nagiko Tomato Paste. Despite these efforts, the ongoing ad campaign has done little to restore the brand’s image. Critics argue that the company should focus on addressing its public relations issues and apologizing rather than investing heavily in marketing.
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