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Experts Laud Effectiveness of Chivita 100% Breakfast Campaign

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  • Experts Laud Effectiveness of Chivita 100% Breakfast Campaign

The ongoing #BreakfastwithChivita100% campaign which has trended for months on influential social media platforms is a pointer that it is important to prepare a good communication campaign.

The campaign has also enjoyed positioning on strategic out of home platforms, as well as a blitz of television advertisement on terrestrial and satellite channels. However, it is fundamental to know how to distribute it for effectiveness, some experts have said.

With its key message of making breakfast complete with Chivita 100% Fruit Juice gaining traction, the brand has through effective communication endeared itself to consumers by offering a highly attractive value proposition. Its partnership with Manchester United and deployment of some of the club’s internationally renowned stars like Wayne Rooney, Marcus Rashford, Eric Bailly and Juan Mata in the television advertisement to project the brand’s breakfast narrative is seen as a masterstroke through its showcasing of some of the best players in football making healthy and complete breakfast choices.

According to Ikem Onyeka, a Brand Consultant with Wingplus Communication, a communication campaign succeeds when the brand owner is able to persuade consumers that the brand has benefits that they want or need; hence, it is not every time a brand achieves the objective of exciting the consumer in ways that ignite conversation.

“The Chivita 100% breakfast campaign has ticked all the boxes for a good communication campaign. Firstly, the brand puts forward an appealing and beneficial value proposition, and essentially enriched our idea of a healthy complete breakfast,” Onyeka said.

“Secondly, it is effectively marketing its breakfast narrative with deployment via primetime television and radio advertisement, banner adverts on influential online websites, social media promotions, strategic billboard placements and reviews in national print publications. Thirdly, these efforts have generated renewed consumer interest, conversations around a complete healthy breakfast like never before”

Biodun Balogun, a health nutrition expert said, “As a nutritionist, my job involves offering dietary advices to people. In recent times, I have seen a noticeable trend in enquiries around the benefits of 100% fruit juice for breakfast. Many of my clients attribute their enquiries to the Chivita 100% breakfast communication campaign, which shows that the brand is doing a good job of owning the breakfast narrative.”

“It is a good sign that more people are becoming conscious of what they consume and seeking complete breakfast beverage choices that offers great taste, quality nutrition and a healthy alternative like Chivita 100%,” Balogun added.

Speaking on the effectiveness of the Chivita 100% breakfast Campaign, CHI Limited’s Head of Marketing, Mr. Probal Bhattacharya said, “Of importance to our robust communication campaign is the need to engage consumers through effective platforms and offer a value proposition that is in tandem with their needs.”

“We have done this in an efficient way, and our indicators of success is the increased awareness and growing consumer trend of making Chivita 100% the preferred beverage for their varied complete breakfast diets at homes, schools, offices and restaurants across the country.”

Made from real natural fruits with no added sugar, no artificial colours and no preservatives, Chivita 100% offers the range of nutrition whole fruits offer. It is available in six variants of Real Orange, Real Apple, Real Pineapple, Red Grape, Orange Pineapple & Orange Mango, and come in 1ltr, 315ml, 200ml and 180ml pack sizes.

Is the CEO/Founder of Investors King Limited. A proven foreign exchange research analyst and a published author on Yahoo Finance, Businessinsider, Nasdaq, Entrepreneur.com, Investorplace, and many more. He has over two decades of experience in global financial markets.

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Gold

Gold Steadies After Initial Gains on Reports of Israel’s Strikes in Iran

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Gold, often viewed as a haven during times of geopolitical uncertainty, exhibited a characteristic surge in response to reports of Israel’s alleged strikes in Iran, only to stabilize later as tensions simmered.

The yellow metal’s initial rally came on the heels of escalating tensions in the Middle East, with concerns mounting over a potential wider conflict.

Spot gold soared as much as 1.6% in early trading as news circulated regarding Israel’s purported strikes on targets in Iran.

This surge, reaching a high of $2,400 a ton, reflected the nervousness pervading global markets amidst the saber-rattling between the two nations.

However, as the day progressed, media reports from both countries appeared to downplay the impact and severity of the alleged strikes, contributing to a moderation in gold’s gains.

Analysts noted that while the initial spike was fueled by fears of heightened conflict, subsequent assessments suggesting a less severe outcome helped calm investor nerves, leading to a stabilization in gold prices.

Traders had been bracing for a potential Israeli response following Iran’s missile and drone attack over the weekend, raising concerns about a retaliatory spiral between the two adversaries.

Reports of an explosion in Iran’s central city of Isfahan further added to the atmosphere of uncertainty, prompting flight suspensions and exacerbating market jitters.

In addition to geopolitical tensions, gold’s rally in recent months has been underpinned by other factors, including expectations of US interest rate cuts, sustained central bank buying, and robust consumer demand, particularly in China.

Despite the initial surge followed by stabilization, gold remains sensitive to developments in the Middle East and broader geopolitical dynamics.

Investors continue to monitor the situation closely for any signs of escalation or de-escalation, recognizing gold’s role as a traditional safe haven in times of uncertainty.

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Commodities

Global Cocoa Prices Surge to Record Levels, Processing Remains Steady

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Cocoa futures in New York have reached a historic pinnacle with the most-active contract hitting an all-time high of $11,578 a metric ton in early trading on Friday.

This surge comes amidst a backdrop of challenges in the cocoa industry, including supply chain disruptions, adverse weather conditions, and rising production costs.

Despite these hurdles, the pace of processing in chocolate factories has remained constant, providing a glimmer of hope for chocolate lovers worldwide.

Data released after market close on Thursday revealed that cocoa processing, known as “grinds,” was up in North America during the first quarter, appreciating by 4% compared to the same period last year.

Meanwhile, processing in Europe only saw a modest decline of about 2%, and Asia experienced a slight decrease.

These processing figures are particularly noteworthy given the current landscape of cocoa prices. Since the beginning of 2024, cocoa futures have more than doubled, reflecting the immense pressure on the cocoa market.

Yet, despite these soaring prices, chocolate manufacturers have managed to maintain their production levels, indicating resilience in the face of adversity.

The surge in cocoa prices can be attributed to a variety of factors, including supply shortages caused by adverse weather conditions in key cocoa-producing regions such as West Africa.

Also, rising demand for chocolate products, particularly premium and artisanal varieties, has contributed to the upward pressure on prices.

While the spike in cocoa prices presents challenges for chocolate manufacturers and consumers alike, industry experts remain cautiously optimistic about the resilience of the cocoa market.

Despite the record-breaking prices, the steady pace of cocoa processing suggests that chocolate lovers can still expect to indulge in their favorite treats, albeit at a higher cost.

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Crude Oil

Dangote Refinery Leverages Cheaper US Oil Imports to Boost Production

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The Dangote Petroleum Refinery is capitalizing on the availability of cheaper oil imports from the United States.

Recent reports indicate that the refinery with a capacity of 650,000 barrels per day has begun leveraging US-grade oil to power its operations in Nigeria.

According to insights from industry analysts, the refinery has commenced shipping various products, including jet fuel, gasoil, and naphtha, as it gradually ramps up its production capacity.

The utilization of US oil imports, particularly the WTI Midland grade, has provided Dangote Refinery with a cost-effective solution for its feedstock requirements.

Experts anticipate that the refinery’s gasoline-focused units, expected to come online in the summer months will further bolster its influence in the Atlantic Basin gasoline markets.

Alan Gelder, Vice President of Refining, Chemicals, and Oil Markets at Wood Mackenzie, noted that Dangote’s entry into the gasoline market is poised to reshape the West African gasoline supply dynamics.

Despite operating at approximately half its nameplate capacity, Dangote Refinery’s impact on regional fuel markets is already being felt. The refinery’s recent announcement of a reduction in diesel prices from N1,200/litre to N1,000/litre has generated excitement within Nigeria’s downstream oil sector.

This move is expected to positively affect various sectors of the economy and contribute to reducing the country’s high inflation rate.

Furthermore, the refinery’s utilization of US oil imports shows its commitment to exploring cost-effective solutions while striving to meet Nigeria’s domestic fuel demand. As the refinery continues to optimize its production processes, it is poised to play a pivotal role in Nigeria’s energy landscape and contribute to the country’s quest for self-sufficiency in refined petroleum products.

Moreover, the Nigerian government’s recent directive to compel oil producers to prioritize domestic refineries for crude supply aligns with Dangote Refinery’s objectives of reducing reliance on imported refined products.

With the flexibility to purchase crude using either the local currency or the US dollar, the refinery is well-positioned to capitalize on these policy reforms and further enhance its operational efficiency.

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