Chain Reactions Africa, Integrated Indigo Lead The Charge At SABRE 2025 Awards With Multiple Finalist Spots

Announced by PRovoke Media, organisers of the prestigious continental awards, Chain Reactions Africa received a remarkable eight nominations, while Integrated Indigo followed closely with five nominations — a testament to the innovation and impact both firms continue to deliver in Africa’s dynamic PR landscape.

In a resounding win ahead of the main awards, Chain Reactions Africa has already been announced as a Diamond SABRE Award winner, clinching the Company of the Year trophy for its client Dufil Prima Foods, the makers of Indomie Noodles.

This recognition was earned through the firm’s groundbreaking work on the Indomie Heroes Awards, a long-running Corporate Social Responsibility (CSR) initiative that honours the bravery and selflessness of Nigerian children. The campaign, which showcases real-life stories of courage, has not only touched hearts but also reinforced Indomie’s position as a purpose-driven brand.

The SABRE Awards (which stands for Superior Achievement in Branding, Reputation & Engagement) celebrate the very best of public relations campaigns across Africa, with entries judged on their creativity, content, strategy, and measurable results.

Asides Chain Reactions and Integrated Indigo, other brilliant Nigerian firms also made the prestigious shortlist, including Bobby Taylor, Blanche Aigle Communications, Image Merchants Promotion, TPT International, and SKOT Communications.

“We saw more entries from more agencies than ever before,” said Paul Holmes, Founder and Editor-in-Chief of PRovoke Media.

“Once again, the quality of work was outstanding — not only in content and creativity, but increasingly in strategic planning and measurement. The quality of storytelling is exceptional, and the best work in Africa is on par with the best in the world.”

This year’s shortlist features over 120 campaigns, carefully selected from a pool of more than 500 entries submitted by agencies and brands across the continent. Winners will be officially announced in two weeks on the PRovoke Media website, ahead of the African SABRE Awards Gala, which will be held in Mombasa, Kenya, on June 12, 2025. The awards ceremony will form part of the African Public Relations Association (APRA) annual conference, bringing together some of the brightest minds in communications across the continent.

As anticipation builds, Nigeria’s representation through Chain Reactions Africa and Integrated Indigo not only reflects the country’s growing influence in the African PR industry but also underscores the world-class storytelling and strategic thinking driving campaigns across the region.