Easter Sunday was April 5. Go back through your Instagram feed from that morning. Count the brand posts.
Crosses with sunsets. Eggs in brand colours. “He is risen” in Helvetica Neue. “Happy Easter from the [Brand Name] family.” “Wishing you a blessed Easter season filled with joy.” Countdown clocks to Easter offers. Easter sale banners. Easter discount codes. More crosses. More eggs. More generic.
Nobody said anything.
Not one Nigerian brand — bank, telco, FMCG, fashion, fintech, real estate — posted something on Easter Sunday 2026 that a competitor could not have posted with five minutes of edits. The content was interchangeable. The thinking was absent. And because the thinking was absent, all that effort — the briefing, the design, the approvals, the scheduling — produced precisely zero brand equity for any of them.
The Mechanics of How This Happens
Here is the content calendar meeting that produced every one of those Easter posts. Someone said: “Easter is coming, we need content.” Someone asked: “What do we want to say?” Someone answered: “That we celebrate Easter with our customers.” A brief was written. A designer was briefed. Approvals were given. Content went up.
At no point in that process did anyone ask: what does our brand actually have to say about Easter that no other brand can say? What do our specific customers feel on Easter morning? What is the honest connection between what we do and what Easter means?
Those questions were not asked because the meeting was about producing content, not about producing meaning. The content calendar demands were fulfilled. The communication objective — which was never actually defined — was not.
What an Honest Easter Post Looks Like
The honest Easter post for a Nigerian FMCG food brand acknowledges what Easter actually is in Nigerian households: the day that extended family arrives unannounced, the kitchen runs from 6am, someone is always short of seasoning cubes, and the food has to be extraordinary because the whole family is watching. That brief has specificity. It has texture. It connects to a real experience that the brand can credibly speak to.
The honest Easter post for a Nigerian fintech acknowledges that Easter is the weekend when family financial support flows — older siblings sending money home, parents funding children’s transport for the visit, couples splitting the cost of the Easter gathering. That is a real fintech moment. The brands that built payment infrastructure for those transfers had something genuine to say. None of them said it.
Instead, everybody posted a cross.
Why This Keeps Happening
Generic seasonal content persists in Nigerian brand marketing for two reasons. The first is approval culture: the more specific and honest a piece of brand communication is, the more opinions it generates internally, the longer the approval process, and the higher the chance it gets diluted into something safe and generic before it publishes. Generic content is fast to approve because nobody objects to it. Nobody objects to it because it says nothing.
The second reason is that most Nigerian brand marketing functions do not have a clear answer to the question: what does our brand believe? Without that answer, every content calendar becomes a series of executions in search of a message.
SoroSoke Brand Tip: Pull your Easter 2026 content. Read it. Then answer this: if you removed your logo from that post and put a competitor’s logo on it instead, would it still make sense? If yes — if the content could belong to anyone — then you did not post brand content. You posted an occasion acknowledgement with your logo on it. Those are not the same thing. Workers’ Day is in nine days. Make a different choice.
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