Power Oil, a brand under Tolaram Group, has taken its decade-long heart-health advocacy to the Big Brother Naija Season 11 house, using its “Cook, Move and Do More Challenge” to reinforce the importance of healthy food choices, physical activity and an active lifestyle.
The activation, which took place in the fourth week of the “Show Ya Sef” season, came at a significant moment for the brand as its flagship WalkHeartOn initiative will soon be marking its 10 years of promoting good health, movement and better food choices across Nigeria.
Over the years, Power Oil has consistently used the reality TV show platform to bring health education, heart-health awareness and practical tips for healthy living closer to consumers. Its latest BBNaija activation pushed that message further by putting movement and exercise at the centre of the entertainment experience.
The decade milestone has strengthened WalkHeartOn as one of Power Oil’s signature health initiatives. The 2025 edition recorded more than 10,000 registrations, with 5,250 people participating in the walk itself. The brand has also linked the initiative to broader campaigns encouraging Nigerians to combine smarter eating with regular physical activity. That philosophy was brought vividly into the BBNaija house, where the energy was on another level.
The Power Oil Cook, Move and Do More Challenge was designed to test the housemates on product knowledge, speed, intelligence, teamwork and physical strength. Divided into Team Green and Team Yellow, every contestant was required to participate in at least one of the challenges.
The first stage, the Elevator Pitch, challenged housemates to demonstrate their understanding of Power Oil and communicate its benefits. They highlighted the brand’s nutritional proposition, including vitamins A and E and its Omega fatty-acid content, while explaining how the oil can enhance the taste, aroma and overall enjoyment of food.
The housemates also connected the product message to Power Oil’s wider health mission, stressing that healthy living is not only about what people eat but also about staying active. The message echoed the spirit of WalkHeartOn: movement should be accessible to everyone if you cannot run, jog; if you cannot jog, walk; and if you cannot walk, keep moving or bouncing.
Power Oil’s own brand communication similarly positions healthy living as a combination of informed food choices and physical activity. The company says its products contain zero cholesterol and no trans fat, and are rich in Omega 6 and 9, as well as vitamins A and E. Its stated mission is to empower families with pure, healthy products they can trust, while its wider programmes promote exercise, heart-health education, and healthier lifestyles. Team Yellow won the Elevator Pitch stage.
The second stage, the WalkHeartOn Relay Challenge, took the movement theme from words to action. Housemates raced to pick T-shirts from their respective team boxes, put them on and arrange themselves to spell “WALKHEARTON 10”, commemorating the initiative’s 10-year milestone. Team Green won the round.
Next came the Tug of War, which tested strength, balance and determination. Representatives from both teams pulled against each other, attempting to pick up their team’s coloured ball with one hand and place it into an empty bowl without surrendering ground to their opponent.
The final game, Power Charade, tested communication and quick thinking. A housemate picked a card and acted out the word or activity written on it while teammates attempted to guess the answer.
After the points from the different stages were combined, Team Green emerged as the overall winner of the Power Oil Cook, Move and Do More Challenge.
Beyond the house, Power Oil extended the activation to consumers through a “Predict and Win” social media challenge, inviting followers to predict which team would win the BBNaija task. About 10 winners were subsequently announced, creating another layer of participation beyond television.
The BBNaija integration therefore served as more than a conventional sponsored task. It transformed Power Oil’s product and health propositions into entertainment, competition and audience participation, an approach consistent with the brand’s growing use of purpose-led marketing.