As people’s lifestyles become busier and they tend to be eating out more, Maggi and creative agency Marcel Sydney are challenging Australians to cook and enjoy food more at home.
The two have launched two 30-second TV commercials to introduce the new ‘Maggi Marketplace’ and kick off the refreshed 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.
Marcel creative Grace O’Brien said: “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 at 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.”
Marketing manager, Nestlé foods: Tracy Hardwick
Creative agency: Marcel
Executive creative directors: Wesley Hawes and Scott Huebscher
Associate creative director: Gavin Chimes
Copywriter: Grace O’Brien
Art director: Andrea Sarcullo
Account managers: Sabine Schusser and Donatienne Vaute
Planner: Iona Macgregor
Producer: Holly Alexander
Production company: Guilty
Director: Tony Rogers
Executive producer: Jason Byrne
Producer: Tori Shaw
Director of production: Marin Johnson
Editor: Tim Parrington
Post-production company: The Butchery