Bokku Mart faces backlash over Ad targeting Igbo traders
By Habiba Kaita
Nigerian grocery chain Bokku Mart has come under heavy criticism after posting an advert that many Nigerians say insulted Igbo traders. The short video, shared on October 25, featured influencer Defolah Oluwafunmilayo saying, “I can get beans and Garri Ijebu at Bokku without any omo Igbo cheating me.”
The phrase “omo Igbo” means “Igbo person” and linking it with “cheating” offended many people who said it promoted an old and harmful stereotype about Igbo traders being dishonest.
After facing public outrage, Bokku Mart deleted the video and issued an apology. The influencer also apologized on October 28, saying she accepted full responsibility for her words. In its statement, Bokku Mart said it does not support the message in the Ad and that the influencer had been cautioned for her actions. The company also promised to take more care in its future promotions.
The advert quickly became a major topic on social media. Popular online figures like Pharaoh an X (formally Twitter) user with the handle @MrMekzy_ tweeted, “Imagine a brand as big as @bokkumart relying on ethinic stereotyping and slurs for marketing. The whole marketing team sat down, watched this video, approved it and not one person thought ‘without any omo Igbo cheating me’ was wrong???? You people need to do better. “
Ugegbe, another popular X (formally Twitter) user with the user name @MarinatedTurks, tweeted, “Deleting it (The advertisement) without any apologies is a no! Same time people are claiming Igbo importers are the reason for the expensive products in the market Bokku mart subtly saying Igbo traders cheat. Make it make sense?”
Hashtags such as #BoycottBokkuMart began trending as people accused the brand of encouraging tribal discrimination. Some users said they would stop shopping at Bokku Mart until the issue is addressed properly.
This incident has also ignited new discussions about tribalism in Nigeria as many people noted that tribal jokes or stereotypes can cause more division in a country that already has ethnic tension, cautioning brands and influencers to be more careful with their words and actions to avoid backlash.
Although Bokku Mart has apologized, critics argue that saying “sorry” is not enough and are calling on the company to further actions such as promoting unity and rebuilding trust with the Igbo community.
The incident shows that being careful about ethnic issues isn’t just about respect, but also very important for business in a country as diverse as Nigeria and Bokku Mart now has to take responsibility of fixing its image and winning back the trust of its customers.
