Chase Bank Launches Campaign Film Showcasing West African Jollof Rice

One of West Africa’s age-long debates, the Jollof rice dispute, might finally be resolved soon.

Chase Bank has unveiled a campaign film called “A Taste of West Africa.” The film features Nigerian cross-continental Chef Tolu Eros, Black Panther star Michael B. Jordan, ESPN analyst and WNBA player Chiney Ogwumike, former NBA player Pops Mensah Bonsu, producer Sarz, and others. 

The short film was masterfully directed “by Oscar-nominated cinematographer Bradford Young.” Taste of West Africa was released on Monday this month in consumer markets while reaching global audiences via social media and YouTube. The campaign focus is Chase Sapphire Reserve, a premium credit card packed with perks.

Chef Eros, a renowned figure in the culinary world, leads the conversation by introducing the menu for the day. He tactfully avoids choosing or defending a side in the Jollof wars, offering his guests the ultimate response – Unity Jollof. 

This ambitious recipe, a testament to his culinary expertise, not only bridges cultural gaps but also symbolizes the unity and diversity of West African culture. It combines the unique elements of the top three countries’ jollof rice: the Ghanaian fragrant rice (jasmine or basmati), the Senegalese vegetable stock and plantains, and the Nigerian with the infusion of smoke, burnt bits, and spice. 

“It became underwhelming when we would make jollof rice, and people would say, ‘Whose jollof rice is this?’ So I created the unity jollof rice to bring some sort of West African ‘world peace,’ Eros said in a recent interview.

On the visionary team for “A Taste of West Africa” is Chase’s executive director of brand marketing, Stanley Lumax. Lumax is a Ghanaian-American known for hosting gatherings that unite Africans over food and music.

“The Chase Sapphire, ‘A Taste of West Africa’ campaign, was a collaborative effort with many industry visionaries, including Michael B. Jordan, his team, and Chef Tolu Eros. Together, we invited unique perspectives to the table—quite literally—to authentically weigh in on an ongoing debate in West African culture over who makes the best jollof rice, all while showcasing how Chase Sapphire enhances the dining experience and brings people together,” he says.

“The conversation was totally unscripted, giving familiar faces and curious minds a glimpse into the passionate discourse surrounding this debate. It also leaves room for unity, the most important takeaway.”

In 2023, UNESCO settled the debate on the origins of jollof rice, officially recognizing Senegal as the West African country where the dish originated vs. longtime contenders Ghana and Nigeria. 

Ceebu jën, as it is called there, dates back to colonial rule between 1860 and 1940 when whole-grain rice was replaced by broken rice. The Senegalese eventually used this rice to create jollof rice, which UNESCO recognized as an intangible heritage of humanity.

Pictured: Chef Tolu Eros plating jollof rice