Publicis Mojo helps MAGGI move from families to couples

Publicis Mojo helps MAGGI move from families to couples

Publicis Mojo is helping Nestl√© Food’s MAGGI brand establish itself as a more position contemporary cooking line with the launch of its new campaign and product, Just for 2. 

B&T Magazine
Posted by B&T Magazine

While MAGGI has previously focused on the family market, it saw an opportunity to target busy couples looking for quick cooking solutions.

The brand wanted to show couples that Just for 2 gives them quick dinnertime solutions and makes cooking more enjoyable.

“The brand understands the struggles we have leading full and hectic lives so it was important we didn’t take ourselves too seriously,” said Publicis Mojo’s CEO, Joe Pollard.

“We wanted to have a fun, lighthearted approach to the creative and allow humour to carry the message of the product offering.”

The ad sees a man wedged in an awkward moment as he realises he’s forgotten his housemate’s birthday in place of date night with his partner.

Nestl√©’s meal solutions marketing manager, Jo Matthews, said she was excited about the new campaign.

“[It] really showcases the value we put on enabling our consumers to create delicious fresh meals with a bit of help from MAGGI. We want to support and enable people to feel good about discovering more ways to cook meals they can be proud of at home.”

Just for 2 is part of two new products being launched in the new brand positioning, with the TVC being supported by a multi-touchpoint channel plan including digital and prominent in-store presence.

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