By Joy Essien
Two years ago, Hilda Baci captured global attention when she cooked her way into the Guinness World Records with a 93-hour, 11-minute cooking marathon. In September 2025 she returned to the spotlight with an even bolder culinary spectacle: an attempt to cook the largest pot of jollof rice ever recorded.
This latest feat unfolded at Eko Hotel & Suites, Lagos, during the Gino World Jollof Festival. Starting on the morning of 12 September, Hilda and her team worked for about nine hours to prepare a single, shimmering pot measuring more than 22,000 litres and holding roughly 4,000 kilograms of rice. Although she had planned to use 250 bags, weighing equipment limits meant she ultimately cooked 200 bags—still a staggering amount.
Guinness World Records is currently reviewing the evidence before issuing an official certificate.
Strategy Beyond the Stove
What makes Hilda’s triumph remarkable is not only the size of the pot but the scale of the plan.
Nine months of preparation went into everything from designing the custom pot (which took two months to fabricate) to choreographing logistics for over 20,000 registered guests. The food was served to more than 30,000 people.
Hilda’s communication strategy was masterful. From her first announcement, she treated the project like an unfolding story. Fans knew the sponsors, ingredients, pot dimensions, even the brand of spices. By the time she lit the first burner, anticipation had been simmering online for weeks.
Media Magnetism
Perhaps most impressive was the earned publicity. Hilda rarely paid for coverage. Instead, she relied on layered storytelling, strategic partnerships, and the magnetism of her personal brand. Influencers and celebrities flocked to the venue, many livestreaming to their millions of followers. Traditional media houses—from television to major online platforms—amplified every step without a formal press-buy.
The result? A trending global event that Hilda herself barely had to promote. She focused on cooking while the world did her marketing.
A Masterclass in Brand Synergy
One sponsor stood out: Gino, makers of tomato paste and seasonings. Throughout the festival Hilda repeatedly highlighted the company’s “Asun Jollof” product. For Gino, the partnership was a marketing coup. For viewers, the connection between Hilda’s record-breaking jollof and Gino’s ingredients was unmistakable. Brand managers dream of such authentic placement.
More Than Records
Some observers wonder if Guinness recognition is even Hilda’s primary goal. Perhaps not.
What’s clear is that she thrives on audacious challenges and the business opportunities they create.
Each attempt reinforces her reputation as Nigeria’s number-one food personality, opens doors for lucrative cooking classes, and attracts the next round of sponsors eager to ride her momentum.
Lessons from Hilda’s Playbook
Hilda Baci’s success is no accident. It is architecture—carefully designed and brilliantly executed.
For entrepreneurs, creatives, and marketers, her latest achievement offers a blueprint:
- Dream audaciously. She tackles ideas most would dismiss as impossible.
- Build strong partnerships. Sponsors, suppliers, and venue operators all see value in her projects.
- Leverage social currency. She surrounds herself with influencers who amplify her message for free.
- Fund strategically. Crowds, brands, and private investors make each event financially viable.
- Command the media. Major outlets livestream her events because they know audiences are eager.
- Create spectacle. From top musicians performing live to a giant pot the size of a swimming pool, every detail draws attention.
Hilda Baci is proving that culinary artistry can be a platform for global influence and serious business.
Whether Guinness confirms this latest record or not, her legacy is already secure: success, for Hilda, is never an accident—it’s deliberate design.
Sources: Premium Times, PM News Nigeria, Channels TV, Tribune Online, Guinness World Records (all accessed September 2025).
- Joy Essien is a Contributing Editor for Lagos Metropolitan
