In many Nigerian homes, the question "what are we eating this morning?" is an anthem on repeat. Providing the answer to this question is one of the things on the dreary worry list of Nigerian moms.

Flour Mills of Nigeria – a leader within the Nigerian household food sector – launched the Golden Penny Spread. A spread with such a great texture, kids can spread it themselves without making a mess. The implication? Kids can make their own breakfast.

Nigerian mums worry a lot about a lot of things; the friends you have, to the ones you don't have, how much you text, how much you giggle when you text, how much you bought your shoes, how much she could have bought your shoes, how much she could have saved from buying your shoes if you had let her buy your shoes. The list goes on and on, and somewhere on that list, there's what to make for breakfast.

While we might not be able to stop mums from worrying so much, we could at least try to kick off one item from their dreary worry list. If kids can make their own breakfast, mums can finally get to catch a break and worry less.

The #EasyToSpread campaign, advocating for mums to take time off chef duties and proving to them with a barrage of ads and strategic branded content that the kids can make their own breakfast with Golden Penny Spread.

To drive the Easy to Spread message, we created an integrated campaign with integrated content including digital ads, OOH, radio jingle, influencer campaign featuring @fabmumng, and a film that aired on cable and terrestrial TV.

We kicked off the campaign with our collaboration with @fabmumng, giving several Nigerian mums an outlet to air their frustrations and express their worries about early morning routines for their school kids including the need to wake up early and figure out breakfast and lunch options.

This was followed by the launch of a radio jingle that reflected the brand's understanding and appreciation of the efforts and struggles of the average Nigerian mum, while encouraging them to relegate breakfast duties to the kids and trust Golden Penny Spread.

With graphs made out of food items, our digital creative assets depicted how much moms worry, while encouraging them to ease their stress by allowing kids to make their own breakfast.

At the climax of the campaign, we launched the Kids Can Cook web series – a content series featuring kids from age 4 - 12 as they shared moments of laughter answering pop quizzes and flawlessly making their own breakfast.

The campaign racked up thousands of likes and comments from endeared fans, got mums talking quite passionately and perhaps most importantly, in taking off one tiny thing from the worry list, we helped to make a world of difference.