25 July 2018
Maggi challenges People to cook more at home
As people’s lifestyles become busier and they tend to be eating out more, Maggi and agency Marcel Sydney are challenging Australians to cook and enjoy food more at home.
Maggi and Marcel have launched two 30-second TV commercials to introduce New Maggi Marketplace and kick off the new brand positioning that celebrates home chefs cooking healthy, delicious meals. Both executions feature an expert-chef-style voiceover guiding the viewer through the individual quirks and unusual culinary techniques of our Maggi cooks.
In one film a couple prepares a meal using rather unconventional methods of getting key elements into – and out of – their cooking pan. In a second execution, a woman uses her kitchen utensils in an awkward way as she prepares her meal. Both films feature new Maggi Marketplace products.
Grace O’Brien, Marcel creative, says: “Cooking at home is rarely perfect and that’s exactly what we wanted to celebrate with this new campaign. There are so many food shows, contests and docos out there, it can be intimidating for some people to even contemplate using their kitchen. It’s exciting to be able to focus on the quirks, slip-ups and personal touches that resonate with us all. After all, if you’ve got a kitchen, you’re a chef. Technically speaking.”
Tracy Hardwick, Marketing Manager Maggi, said: “As a nation, we’re passionate about food, photographing what we eat more than ever before! Yet busy lifestyles mean people are hard-pushed to find time during the week to cook from scratch. At Maggi, we have created several delicious recipe bases that are packed full of real and authentic ingredients, to offer Australians dinner choices that are fuss free and full of flavour. We are even offering our first vegetarian meal solutions for those meatless Mondays!”
Client: Tracy Hardwick, Marketing Manager, Nestle Foods
ECD: Wesley Hawes / Scott HuebscherAssociate Creative Director: Gavin ChimesCopy Writer: Grace O’BrienArt Director: Andrea SarculloAccount Management: Sabine Schusser, Donatienne VautePlanning: Iona MacgregorAgency Producer: Holly Alexander
Director: Tony RogersProduction Company: GuiltyExecutive Producer: Jason ByrneProducer: Tori ShawDP: Marin JohnsonEditor: Tim ParringtonPost Production: The Butchery