CWAY Water Lagos Nigeria’s flagship and premium water brand has formally unveiled popular influencer and food content creator, Chef Tolani Tayo-Osikoya, widely known as Chef T and Diary of A Kitchen Lover, as its new Brand Ambassador.
The formal inking of the partnership on paper held at the Company’s Lagos Corporate Office to marked the official commencement of a strategic partnership that has been over a year in the making—culminating in a long-term collaboration between one of Nigeria’s most loved Water brands and a food influencer with massive social appeal.
Speaking in his welcome address, Mr. Rohit Gupta, Marketing Director of CWAY Group, shared the journey that led to this partnership: “We have been doing a lot of work with Chef T for the last year and a half. It was a freelance kind of relationship, but what we discovered during this time was how much value she adds to our brand image. That’s why we’ve decided to take it a step further with this long-term collaboration,” he said.
“Chef T, you are most welcome, as a permanent ambassador. This collaboration is special, because both CWAY and Chef T are strong brands. We’re confident this relationship will be mutually beneficial. Thank you for joining us on this journey.”
Mr. Abiodun Sulaymon, Assistant General Manager, Sales, reiterated the alignment between CWAY and Chef T as two powerful forces in their respective spaces: “CWAY Water is already a household name, but we believe in continuous growth and partnering with someone who has a commanding presence in both social media and the FMCG space is a strategic move. Chef T is a strong brand, just like CWAY. This partnership will allow us to grow together and tap into new markets and audiences.”
In her response, Chef T recounted that her long-standing connection to the CWAY brand, extends far beyond her professional relationship. “I am very honoured and privileged to be here today. When the first email came, I smiled because I knew this day would come. CWAY has been a family even before I created my first video for them,” she said.
“I remember the first CWAY dispenser my dad bought in 2006—we still have it. Before CWAY ever reached out to me, I had already made videos showing people how to wash their dispensers using CWAY, and they went viral. I’ve had friends and family switch to CWAY just because of me.
This isn’t just a brand endorsement—it’s personal. And I’m even more excited that it’s happening during CWAY’s 25th anniversary. This is just the beginning of even greater things.”
Also sharing a few words, Mr. Tosin Adewusi, Brand Manager for CWAY Refill and Dispenser, stressed the forward-looking nature of the collaboration: “This partnership with Chef T is a proof to our brand’s evolution and commitment to staying relevant with our consumers. Her influence and authenticity align perfectly with our values of quality, trust and wellness. We’re thrilled to have her on board.”
In closing, Mr. Funso Elubelu, Assistant General Manager, Marketing, expressed gratitude to everyone who contributed to the success of the partnership: “I want to sincerely thank the entire team behind this effort—our marketing, sales, and digital teams, as well as Chef T and her team—for their commitment and collaboration. We’re looking forward to exciting campaigns and engagements in the months ahead.”
