Peak Milk wraps 2025 “Enjoy Christmas At Its Peak” festive campaign

Peak Milk has successfully concluded its 2025 Christmas campaign, “Enjoy Christmas At Its Peak.”

The initiative aimed to deepen consumer engagement and fortify the brand’s standing in Nigeria’s competitive dairy market during the festive season.

The campaign strategically focused on promoting daily consumption by encouraging Nigerian households to start each celebration day with a Peak breakfast, thereby linking nourishment to family bonding and holiday traditions.

Senior Brand Manager, Moronke Adisa-Abayomi, explained the campaign’s intent was to embed the product within everyday holiday routines.

“After navigating another eventful year, we wanted to ensure that every Nigerian could experience the true magic of Christmas,” Adisa-Abayomi said. “Enjoy Christmas At Its Peak was created to remind families that nourishment fuels not just the body, but also the moments that matter most.”

Execution blended digital and physical activations. This included the returning #Peak12DaysOfChristmas social media giveaway and breakfast activations in select Lagos locations to drive trials.

A key community event, “Peak Santa Came to Town,” was held in Bariga, featuring product sampling, branded gifts, and an appearance by Nollywood actress Wunmi Toriola.

On Christmas Day and Boxing Day, a large brand installation—a Christmas tree built from Peak Evaporated Milk cans—served as a hub for games and giveaways, drawing significant crowds.

Digitally, the campaign highlighted Nigerian family traditions and encouraged user-generated content under a “Peak Christmas Morning” theme for consumer rewards.

Brand Manager Boluwatife Ayano noted the strategy centered on emotional connection and visibility.

“Christmas is a time for togetherness, and our goal was to ensure that many Nigerians truly enjoy the season,” Ayano stated. “By centering our campaign on the warmth of a Peak breakfast and the moments it inspires, we were able to strengthen community bonds.”

The campaign ran from December 1 to 14, 2025, with the Christmas and Boxing Day activations forming its climax, as Peak Milk worked to solidify loyalty and market presence during a critical sales period for fast-moving consumer goods.

About The Author

Dele Fashomi

Dele Fashomi, seasoned journalist and communication teacher, is a holder of Master of Arts degree in Communication and Language Arts from the University of Ibadan in 1992/93.

Earlier, he had bagged a Bachelor degree from the same university in 1984, after which he proceeded to the Nigerian Institute of Journalism, Lagos, in 1990, for a postgraduate diploma in Journalism.

He had done many courses in communication, including the EU-BBC Editing Course in 2002.

Mr. Fashomi combines effectively the practice, research and teaching of communication. And to date, he has published two academic works in communication: Issues in Communication Technology and Policy (2010) and Economic and Social Issues in Advertising and PR (2013).

He had his first break in the Nigerian media in Concord Newspapers in 1990 and today, he has over two and half decades experience earned in several newspapers.

He has been part of many start-ups, such as The Republic (1987), The Comet (1999), The Anchor 2001 – 2002; Sun Newspapers (2003); Westerner newsmagazine (2005 – 2010) as Editor; National Life (2011) as Sunday Editor, and Newswatch Newspapers (2012- 2016) as Daily Editor.

Dele Fashomi is now the Publisher/Editor-in-Chief of Newstide247.com newspaper online, which he started in July 2015. He is also into biography writing, with many books in his trail, some of which he wrote alone and one he co- authored with his mentor, Mr Dare Babarinsa, entitled:  Olabiyi Durojaiye – DARE TO BE DiFFERENT. He also guided and collaborated with Pa Olatunji Odusanya in writing his autobiography – AGAINST ALL ODDS. There are many other books in the works under his pen.

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