1. The Client
Maggi, a leading brand in the seasoning category, sought to reclaim its leadership position in the media space amidst stiff competition. The objective was to run a thematic campaign that resonated deeply with consumers, driving loyalty, repurchase, and renewed relevance.
2. Our Approach
We developed and executed the “You’ve Got the Recipe” campaign to inspire emotional connection with Maggi’s target audience. The campaign reinforced the idea that “every recipe is about making what you want from what you have,” delivered through a 360-degree media approach for maximum reach and engagement.
3. The Execution
Television: Sponsored top-rated programs, including Arewa 24 for the Northern market and Zee World for national appeal. Used formats like squeeze-backs and logo flashes for added visibility. To connect with younger Maggi TA, music platforms were leveraged e.g MTV Base, Trace, Soundcity etc.
To further drive the recipe narrative, we leveraged popular Talk Show on TVC “Your views” on special occasions e.g. Recipe for Love during Valentine etc.
Other topics leveraged during the show were:
- Recipe for Time Management
- Recipe for Career Growth
- Recipe for Motherhood (To mark inter. women’s day)
- Recipe for Leadership
Radio: Leveraged drive-time slots on top stations and the social media platforms of key OAPs for incremental reach and engagement.
In-Mall Radio: Ads aired across 44 stores in the south west, ensuring point-of-sale impact.
OOH: Combined digital and static hoardings across high-visibility locations and malls for TOMA.
Digital: Deployed regionalized storytelling through TVC adaptations, influencer partnerships, and promoted content on YouTube, Facebook, and top-ranking platforms.
4. The Results
Reach & Impressions: Achieved 48M reach and 121M impressions, achieving a combined reach of 60% across mediums.
Engagement: 11M video views across Facebook and YouTube, with 849K clicks generated.
Impact: Enhanced resonance through high interaction rates, caller tunes adoption, and regional adaptation success.
55,646 spots in 44 malls reached over 682,000 people.
The campaign successfully reinforced Maggi’s leadership position, delivering measurable impact across diverse media channels.
