Maggi

The Consumer Challenge

“I default to meals I know how to cook because it has to be really easy and quick, but I wish I could bring a little more variety into the mix”

The Strategy

Dutch cuisine has widespread appeal and popularity, where Maggi’s competitors were focused on delivering world cuisine, we appealed to the local market by leveraging Maggi’s familiarity and trust to deliver meals people love with ingredients they know.

The Idea

“Love the Dutch Kitchen this Winter” was a seasonal campaign that paired everyday ingredients with key SKUs from the Maggi range to transform them into hearty & satisfying meals for all the family – ie “Turn a cold potato into a snuggly hug”.