Maggi Noodles: #WeMissYouToo – Managing a crisis in a hyper-connected world

Ankit Vohra, Priya Bhattacharji

Nestlé brand Maggi Noodles retained its brand love and consumer trust after a ban in India.

Campaign details

Brand: Maggi NoodlesBrand owner: Nestlé LtdLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Convenience, readymadeMedia channels: Online video, Packaging & design, Print - general, unspecified, Radio, Websites & microsites, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

In May 2015, India's Food Safety Administration (FDA) ordered Nestlé India to withdraw its flagship brand, Maggi Noodles, after tests showed that the product contained high levels of lead and MSG. This case study highlights how Maggi managed to retain its brand love and consumer trust in an extremely hostile...

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