2025 Campaign Celebrates Nigerian Mothers as Pillars of the Family

FrieslandCampina WAMCO, makers of Three Crowns Milk, has launched the 2025 edition of its annual Mum of the Year (MOTY) campaign, honouring Nigerian mothers as the emotional anchors and foundational strength of their families.

Now in its latest edition, the flagship campaign recognises the resilience, love, and dedication of mothers across the country. This year’s theme, “Reward Your Treasure,” emphasizes meaningful appreciation over extravagance, encouraging families to celebrate their mothers through thoughtful expressions and shared experiences.

As part of the campaign, three exceptional mothers will be rewarded with an all-expense-paid trip to Zanzibar, Tanzania, accompanied by two family members each. Winners will also receive a one-year supply of Three Crowns Milk, while other participants will win prizes such as kitchen appliances and branded hampers.

Chioma Otisi-Igwe, Marketing Manager for Three Crowns Milk, explained the inspiration behind the initiative.

“Mothers are not just caregivers they are the emotional and structural pillars of every household. At Three Crowns, our commitment extends beyond nourishment; we are invested in their well-being so they can continue to nurture their families with love and strength,” she said.

To enter the 2025 competition, participants must submit a creative tribute using each letter of the word “MUM” to describe their mother’s qualities and why she deserves the award. Entries can be submitted online via the Three Crowns website or at designated centres nationwide, accompanied by proof of purchase of qualifying products.

From all submissions, 50 entries will be shortlisted based on creativity and originality. Six finalists will then proceed to the grand finale, where the final three winners will be selected.

Adesanjo Oyejide, Senior Brand Manager of Three Crowns Milk, noted that the campaign is about more than just prizes.

“MOTY 2025 is a celebration of motherhood. It’s about acknowledging the everyday strength and sacrifices of Nigerian mums. Beyond the awards, we’re creating shared moments and lasting memories for these amazing women and their families,” he said.

By combining creative storytelling with meaningful rewards, Three Crowns continues its tradition of championing the well-being and recognition of mothers nationwide.