Three Crowns Milk Celebrates Nigerian Mothers with “Mum of the Year 2025” Campaign
FrieslandCampina WAMCO Nigeria PLC, under its Three Crowns Milk brand, has launched the 2025 edition of its flagship “Mum of the Year” (MOTY) campaign. This annual initiative recognizes and celebrates the invaluable contributions of Nigerian mothers, acknowledging their resilience, dedication, and unwavering commitment to their families. The campaign’s core message centers on the understanding that mothers are not merely caregivers but also the emotional and structural pillars of their households, whose well-being is essential for the family’s overall prosperity. This year’s campaign carries the theme “Reward Your Treasure,” emphasizing that celebrating mothers doesn’t necessitate extravagant gestures but rather thoughtful expressions of appreciation.
The 2025 MOTY campaign seeks to identify and reward mothers who exemplify the core values of the Three Crowns brand: fitness, intelligence, a fun-loving spirit, and an abundance of love for their families. Three exceptional mothers will be selected as winners, each receiving an all-expenses-paid trip to Zanzibar, Tanzania, accompanied by two family members of their choice. In addition to this grand prize, the winners will also receive a year’s supply of Three Crowns Milk, ensuring continued nourishment and well-being. Other participants will also have the opportunity to win consolation prizes, including kitchen appliances and product hampers. This multifaceted approach ensures that the campaign’s message of appreciation reaches a wider audience, fostering a sense of community and shared celebration.
Participation in the MOTY 2025 campaign requires individuals to submit a heartfelt note, using each letter of the word “MUM” to describe their mother’s unique qualities and explain why she deserves recognition. This creative approach encourages participants to thoughtfully reflect on their mother’s contributions and express their appreciation in a personalized manner. Entries can be submitted through the Three Crowns website or at designated collection centers across the nation. To ensure eligibility, participants must include proof of purchase of specified Three Crowns products, further reinforcing the brand’s commitment to promoting healthy nutrition and well-being.
The selection process involves multiple stages, beginning with a nationwide call for entries. From the pool of submissions, fifty entries will be shortlisted based on their creativity and originality, demonstrating the campaign’s emphasis on authentic expressions of appreciation. Following this initial selection, six finalists will be chosen to advance to the grand finale, where the ultimate winners will be announced. This tiered approach ensures a thorough and fair evaluation process, recognizing the unique qualities and contributions of each nominated mother.
Beyond the element of competition, the MOTY 2025 campaign aims to celebrate motherhood in a broader context, acknowledging the profound impact mothers have on their families and communities. It provides an opportunity to express gratitude and give back to the women who have dedicated their lives to nurturing and supporting their loved ones. The campaign organizers emphasize that participation itself is a form of celebration, fostering a sense of community and shared appreciation for mothers. The ultimate goal is to create an experience that resonates with all participants, regardless of the outcome, reinforcing the message that every mother is a treasure deserving of recognition and celebration.
The campaign underscores the importance of mothers’ well-being, recognizing that their strength and resilience are fundamental to the health and happiness of their families. By providing opportunities for families to express their appreciation and by rewarding deserving mothers with memorable experiences, the campaign aims to strengthen family bonds and promote a culture of gratitude. The initiative also aligns with Three Crowns Milk’s commitment to promoting healthy lifestyles and supporting families in their pursuit of well-being. Through this multifaceted campaign, Three Crowns Milk reinforces its position not just as a provider of nourishment but also as a brand that values and celebrates the central role of mothers in society.
