The Ask

Maggi needed to grow and build brand awareness around its new products – gravy, curry and burger recipe bases. They looked to make a connection with caring, time-constraint mothers and present the brand as a contemporary solution to cooking amidst a chaotic schedule.

The Answer

To convey this message, engaging media was utilised across lifestyle verticals alongside interactive pre-rolls and a targeted native campaign.

The kitchen-themed media included video integration and ran across 9Kitchen (then ninemsn Food), 9Coach, 9News and Daily Mail Australia. This was combined with interactive pre-rolls that inspired users to take to the kitchen while driving traffic to Maggi’s main site – effectively promoting and aligning their new products.

Four pieces of native content were produced across 9Kitchen (then ninemsn Food) and 9Coach which brought attention back to cooking homemade meals. This was achieved by focusing on efficient dinner solutions and achieving excitement in the kitchen. The campaign positioned Maggi as a simple answer for time-poor families who wished to bring quality family meal time back to the kitchen.

The Outcome

• 53,817 page views
• 43,834 unique visitors