Bokku Mart has issued a public apology after facing widespread condemnation and calls for a boycott over a viral advertisement many Nigerians described as ethnically insensitive and derogatory towards the Igbo community.
The retail company found itself in a crisis after a promotional video featured an influencer using the phrase “Omo Igbo” in a manner that sparked instant backlash and accusations of prejudice.
The controversy erupted on Tuesday when a female influencer, identified as Defolah, featured in a clip posted on the supermarket’s official social media page. In the since-deleted video, which was promoting the affordability of the mart’s products, she stated, “No Omo Igbo can cheat me.”
The remark was swiftly condemned across social media platforms, with many users interpreting it as a harmful stereotype targeting Nigerians of South-East extraction, leading to intense pressure on the brand to respond.
In a statement posted on its X (formerly Twitter) handle on Friday, Bokku Mart described the language used in the video as “offensive and hurtful,” stressing that the content was a grave misrepresentation of its corporate values.
“We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language. The language used in the video was unacceptable and deeply misaligned with Bokku’s values,” the company stated.
The supermarket explained that the controversial video was created by an external influencer and published by a third-party agency without receiving prior internal approval from its management.
“While the content originated from an external influencer and was published by a third-party media firm without prior review by our team, we take full responsibility for its appearance on our platforms,” the company acknowledged.
As part of its damage control measures, Bokku Mart announced it has implemented stricter content review procedures and enhanced oversight of its vendors to prevent a recurrence.
“We have since strengthened our content approval and vendor oversight processes to ensure such an incident never happens again,” the statement added.
Analysis: A Recurring Pattern of Brand Missteps
This incident highlights the increasing sensitivity of the Nigerian public to ethnic slurs and the swift accountability demanded from brands in the digital age. The rapid escalation from a single social media post to a full-blown public relations crisis underscores the critical need for corporations to exercise extreme diligence in their marketing campaigns.
The backlash also reflects deeper societal tensions and the enduring pain associated with ethnic stereotypes, particularly those targeting the Igbo community. For a brand that claims a national identity, such a misstep not only risks alienating a significant portion of its market but also damages its reputation as an inclusive enterprise.
Bokku Mart’s response, taking “full responsibility” despite attributing the error to a third party, aligns with modern crisis management protocol. However, restoring public trust will likely depend on the perceived genuineness of its apology and the tangible changes it implements behind the scenes.
Reaffirming its commitment to inclusivity, the company concluded, “Bokku Mart is more than a retail brand; we are a proudly Nigerian company built on love for our people and communities… We celebrate our nation’s rich diversity and stand firmly against all forms of discrimination.”
The social media influencer, Defolah, has also issued a separate personal apology for her role in the controversy.
