Ridima and Chowdeck turn food delivery bags into a new way to reach customers

A food delivery bag does not normally have much to do with fintech. For Ridima, it became another way to get its name in front of potential customers. On 28 April 2026, Ridima and Chowdeck announced a marketing partnership that put both brands on delivery bags used for Chowdeck orders. The companies printed 10,000 co-branded bags and used the full batch. The campaign also included notifications and banner placements inside the Chowdeck app, reaching about one million users. For Ridima, which lets Nigerians buy and sell gift cards, the deal offered access to a large group of people who already use their phones to order and pay for things. Chowdeck already had the customers and the delivery network. Ridima just needed a way into that network.

The bag became the advert

The main idea was simple. A customer places a Chowdeck order and selects the paper bag option. If they receive one of the Ridima bags, they see both names when the food arrives. The bag then goes into a home, office or shared space. That gives Ridima something an advert on social media does not always get: a few more minutes in front of the customer. The customer is not scrolling past it. They are taking the food out of the bag. In an office, other people may see it too. Ridima printed 10,000 bags for the campaign, and all of them were used. The bags were only one part of the partnership. Ridima also used Chowdeck’s app to reach users through notifications and banners. The companies said those placements reached about one million users. This gave the campaign two different points of contact. A customer could see Ridima while using Chowdeck and then see the brand again when the food arrived. The physical bag also made the campaign different from the usual digital advertising that most fintech companies rely on.

Customers could get involved

Ridima also gave customers a reason to look out for the branded bags. Customers who ordered through Chowdeck could choose the paper bag option. If their order arrived in a Ridima-branded bag, they could take a picture and post it on X, tagging @myridima. Participants could win discount codes for their next Chowdeck order. Ridima also offered a ₦2,000 bonus to new users who signed up with the code CHOWDECK. That meant the campaign did not necessarily end when the food arrived. A customer could see Ridima in the Chowdeck app, receive a branded bag, post it on X and then get a discount for another Chowdeck order. The signup offer also gave Chowdeck users a reason to try Ridima.

Why Chowdeck made sense for Ridima

The two companies sell very different products. Ridima is a gift card platform. Chowdeck delivers food. But they are both dealing with people who are comfortable using apps for everyday transactions. That makes Chowdeck’s customer base useful to Ridima. Instead of trying to build a new audience from scratch, Ridima could use a network that Chowdeck had already built. There is also the physical side. Chowdeck riders are already travelling through neighbourhoods and business districts every day. The partnership allowed Ridima’s branding to travel with them. Ridima did not have to build that distribution network itself. For Chowdeck, the partnership creates another opportunity around its existing customer experience. The company already sends food to customers in bags. A brand such as Ridima can pay to become part of that delivery. The campaign also gave Chowdeck customers discounts and another reason to post about their orders. That matters because the partnership was not simply two logos being placed next to each other. Ridima wanted new users. Chowdeck wanted customers to keep ordering. The discounts and signup offer gave both sides something to work with.

The bigger opportunity is in the packaging

There is nothing particularly complicated about the idea. Food delivery companies already have packaging going into homes and offices every day. For brands, that packaging can become another place to advertise. Ridima used it alongside Chowdeck’s app to get its name in front of customers before and after an order. The app gave it reach. The bag gave it a physical presence. The X campaign gave some customers a reason to share what they received. It is not going to replace digital advertising. But for Ridima, it was another way to get in front of people without asking them to stop scrolling and pay attention to an advert.