Maggi: New Idols of Maggi Cooking

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.

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...

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