Maggi: When Maggi created Mompreneurs

Packaged food brand, Maggi, strengthened its position as a culinary partner for mothers through an activation and outreach programme in India.

Campaign details

Brand: MaggiBrand owner: NestléEntrant company: McCann - IndiaIdea creation: McCann GugugramMarket: AsiaSector: FoodMedia channels: Social media, Competitions & contests, Online video, Websites & micrositesBudget: Up to 500k

Executive summary

In India, Maggi enjoyed the love and trust of mothers as a noodle brand but struggled to win their confidence as their cooking ally. Kitchen and cooking are serious business for Indian mothers, and Maggi’s international lineage and two-minute equity prevented mothers from having confidence in Maggi as a culinary brand.

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