Maggi: #WELCOMEBACKMAGGI

This case study shows how Maggi, a food brand, regained consumer trust in India after being labelled hazardous for consumption.

Maggi: #WELCOMEBACKMAGGI

Vibha Gupta, Jitender Dabas

Campaign details

Brand: MaggiBrand owner: Nestle India Ltd.Lead agency: McCann WorldgroupCountry: IndiaIndustry: Convenience, readymadeMedia: Internet - display, Internet - general, Internet - microsites, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Sales promotion, Social media, TelevisionBudget: 1 - 3 million

Executive summary

May 2015 brought around the worst crisis that Maggi India could have ever imagined for itself, when the Food Safety & Standards Authority of India labeled it's product as unsafe and hazardous for consumption, resulting in...

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