Although Maggi is an iconic brand that many Australians and New Zealanders have grown up with, it had lost relevance and needed to reconnect with a new generation of consumer who were moving to more exotic flavours, via the launch of the MAGGI Market Place product range.
Through our research, we uncovered what we like to call ‘the great food paradox of our times’: although we are more passionate and interested in food and cooking shows than ever, we are actually cooking less and less. With the rise of fully cooked meal delivery like Uber Eats or Foodora or meal plans like Youfoodz, or just plain old eating out, cooking was at an all-time low, especially among a younger audience.
We’re chasing the goodness of food like never before, but we make the mistake of trying to buy it, when it’s only something we can make ourselves.
So rather than focus only on a delicious end result ,Maggie’s goal was simply to embrace our role as ally and break down barriers to get people cooking again.
Our idea was simple: if you have a kitchen, you’re a cook.