Maggi: New Idols of Maggi Cooking
Gilberto GiustinaPublicis Brasil
Campaign details
Brand owner: NestléAgency: Publicis BrasilBrand: MaggiCountry: BrazilIndustry: Food industry, marketMedia budget (USD): $1 - $3 millionChannels used: Internet - general, Magazines - consumer, Point-of-purchase, in-store media, Print - general, unspecified, Radio
Executive summary
Maggi, the Nestlé-owned brand, wanted to increase purchase frequency and penetration and also to take share from Knorr, its rival in the Brazilian stock preparation category. This case study describes how Maggi launched its first liquid broth campaign in Brazil with a...