Maggi: New Idols of Maggi Cooking

Gilberto Giustina
Publicis Brasil

Campaign details

Brand owner: Nestlé
Agency: Publicis Brasil
Brand: Maggi
Country: Brazil
Industry: Food industry, market
Media budget (USD): $1 - $3 million
Channels 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 football-themed contest, "New Idols of Maggi Cooking", encouraging consumers to interact via Facebook, direct response television and magazines. The core element of the campaign consisted of a commercial that invited viewers to vote on its ending and compete for prizes. As evidence of its success, this case study cites in sales and Facebook fans and likes.

Campaign background