Cooking demonstrations, relay races and a tug of war all featured in Power Oil's latest Big Brother Naija activation, part of a task built to reinforce the brand's decade-long push around healthy eating and physical activity.
The Cook, Move and Do More Challenge ran during week four of the current "Show Ya Sef" season, timed deliberately to coincide with WalkHeartOn's upcoming 10-year anniversary.Owned by Tolaram Group, Power Oil has leaned on BBNaija for years as a platform to get health messaging in front of a large, engaged audience.
What set this year's task apart was how directly it tied product education to physical movement, rather than treating the two as separate messages.
Housemates were split into Team Green and Team Yellow and required to take part in at least one of four challenge stages. Round one, the Elevator Pitch, asked contestants to demonstrate how well they understood the Power Oil brand, covering its vitamin A and E content and Omega fatty acids, while explaining how the product affects the taste and aroma of food. Team Yellow came out on top here.
Round two shifted from talking about the brand to acting it out. In the WalkHeartOn Relay Challenge, teams raced to grab branded T-shirts, put them on, and physically arrange themselves to spell "WALKHEARTON 10", a nod to the initiative's milestone year. Team Green claimed this round.The Tug of War came next, testing strength and coordination as team representatives pulled against each other while trying to grab their team's coloured ball and drop it into a bowl.
The final stage, Power Charade, tested quick thinking, with one housemate acting out prompts while teammates guessed. Once every stage's points were tallied, Team Green finished as the overall winner of the challenge.
The messaging behind the task mirrors what Power Oil promotes through its broader marketing: a product free of cholesterol and trans fat, rich in Omega 6 and 9 along with vitamins A and E, paired with a campaign encouraging Nigerians to move more, whether that means running, jogging, walking or simply staying active in whatever form is accessible.
WalkHeartOn itself has grown steadily since launching, with the 2025 edition drawing more than 10,000 registrations and 5,250 actual walk participants.
Power Oil didn't limit the activation to the house either. A "Predict and Win" social media challenge ran alongside the televised task, asking followers to guess which team would win. Around 10 winners were later announced from that campaign, extending audience participation well beyond people simply watching the show.
Taken together, the activation reflects a broader shift in how brands like Power Oil are using reality TV, not just as ad space, but as a format where product messaging, health education and audience engagement all happen at once.
With WalkHeartOn's 10th anniversary approaching, expect Power Oil to keep leaning on high-visibility platforms like BBNaija to keep the initiative's milestone in public conversation through the rest of the year.
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