The challenge
A pack of Golden Penny pasta passes through wholesalers, sub-distributors, kiosks and market women before it reaches a kitchen — and almost none of that journey is measurable. Brand managers see secondary sales reports, not who opened a pack, when, where, or whether they came back. Traditional promotions generate winners, but not data: no first-party contact list, no participation timeline, no regional heat map.
The campaign
For its 65th anniversary, Flour Mills ran a nationwide digital Buy & Win across Golden Penny Pasta, Semovita and Noodles: buy a participating pack, find the unique code printed inside, submit it on WhatsApp, win instantly and enter the weekly raffle. More than ₦4 billion in cash and prizes was announced — airtime, cash draws, cars, appliances and Golden Penny combo boxes.
The approach
ChekIntel made every code do four jobs at once: a verification identity confirming the pack was genuine and unredeemed, a loyalty trigger dispatching airtime and booking the raffle entry, a two-way WhatsApp thread Flour Mills can re-use, and an analytics event logging time, region, SKU and frequency. No app, no special hardware — consumers used the WhatsApp account already on their phone, and codes were printed into existing pack production without retooling the line.
The results
Over 14 weeks the platform processed more than 3 million scans from over a million unique consumers, with 600,000 monthly active participants, 200,000+ raffle entries, 11 weekly draws with over 11,000 raffle winners, and ₦1 billion in airtime delivered within seconds across all four mobile networks — at peaks of around five messages per second with 99.9% validation uptime. Flour Mills ended the campaign with a brand-owned, consented contact base of over a million consumers and a standing engagement platform for every future activation.
This is a summary.
The full case study — including the detailed data, analysis and recommendations — is available on request.
