Nestlé Professional launches new B2B campaign, ‘Kitchen MVP’ for its Maggi gravy range, leaning into the value chefs place on simple, easy and reliable solutions.
For 60 years, Maggi Gravy has been a trusted companion in professional kitchens across Australia. However, in a competitive category, the brand needed to reinvent its comms platform to reinforce Maggi Gravy’s superiority and remind chefs of the value that a reliable product can bring.
Through a series of qualitative interviews with chefs and sales representatives, the agency identified that the key decision makers, predominantly chefs and procurement managers, were often low on time, support and resources.
Brought to life by creative agency, Connecting Plots, the new B2B campaign is designed to connect emotionally with commercial chefs seeking to relieve back-of-house time pressure, cost challenges and labour shortages.
The campaign shines a spotlight on Maggi Gravy as the unsung hero in the kitchen, connecting with chefs by personifying their tried and tested gravy brand as a reliable member of their team. From thriving under pressure and handling challenges with ease, through to star sous chef, ‘Your Kitchen’s MVP’ highlights how Maggi Gravy is a chef’s secret weapon in today’s challenging culinary landscape. It’s a candidate that any chef would want to hire.
“In today’s fast-paced commercial kitchens, we know that chefs need people and products they can rely on and trust. Maggi Gravy is an MVP in so many kitchens across the country and this campaign celebrates just that,” said Nestlé professional head of marketing, Jodi Teasdale.
“In the sea of chaos that is a professional kitchen, star performers are worth their weight in gold,” said Connecting Plots group account director, Dan Larcombe. “We wanted to demonstrate how Maggi Gravy is the unsung hero and MVP of any kitchen by affording chefs dependable quality that delivers delicious results every single time.”
The new comms campaign comes following a competitive pitch process in March 2024 whereby independent agency, Connecting Plots was appointed as the creative agency.
“We’ve been working with Nestlé for a number of years, but are thrilled to be working more closely with the Nestlé Professional team,” said Tom Phillips, CEO and founding partner at Connecting Plots. “This is the first big food service campaign for the Maggi Gravy range in a long time and hopefully just the start of a much longer term partnership between Connecting Plots and Nestlé’s food service business”.
The B2B campaign will be rolling out across owned channels, digital and social activity in trade and distributor media, tactical print and trade flyers, with innovative placements across premium display and audio platforms to drive reach to its food service audience across Australia and New Zealand.
