Maggi Kitchen Journeys unveils how women have converted passion into business: GM, Nestle
Maarten Geraets of Nestle South Asia Region on Maggi Kitchen Journeys’ latest large-scale campaign, the creative insight behind it and more
Brand Maggi has for sure been a mass-favourite for over three decades now. The way it has battled mangled crisis head-on has gone down in history as the biggest brand lessons in crisis management. But what's played an integral role here is how Maggi has leveraged content-marketing and social media communication with their consumers by rolling out endearing content that instantly strikes a chord and evoked memories of their emotional bond with it.
The brand recently launched their latest, large-scale campaign 'Maggi Kitchen Journeys' which showcases 12 heart-warming and inspiring stories of women who have established their own unique identity, using food as a medium. Conceptualized by Zenith, the show is telecast on Zee TV and Living Foodz and is one big area where the brand is investing their marketing energies towards. Maarten Geraets - General Manager, Foods, Nestle South Asia Region shared his insights on the same.
Edited excerpts below:
What was the starting point of Maggi Kitchen Journeys and the reason for adopting this proposition?
MAGGI as a brand has always believed that cooking does not stop in the saucepan. The simple act of cooking not only makes us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. MAGGI through “Kuch Achha Pak Raha Hai” is aimed at driving advocacy on this thought and is supported through multiple initiatives. Taking this concept further MAGGI Kitchen Journeys is a communications platform that will engage with women and celebrate the grit and zeal of women who have used the power of their culinary skills to carve their own dreams, overcome personal tragedies and change the fortunes of their family. The ‘Kitchen Journeys’ unveil how the women have taken challenging circumstances in their stride and overcome them, and converted their passion into their business.
Tell us about your media mix and content strategy to drive it?
Our media mix reflects the consumer’s media consumption behaviour and is always directed to achieve effectiveness and efficiency. While the digital and social media investments is clearly on an upward trajectory in line with the consumption behavior of the young target audiences, in this case we chose Zee TV and Living Foodz as our primary partners as the target audience in this case have a strong affinity for television. All the content generated through the television would also be leveraged on various digital platforms.
What was the need to launch a show on the television, especially when digital is growing so rapidly? Also any amplification plans?
MAGGI Kitchen Journeys is a multi-touch-point communication platform. Both TV and Digital media play an equally important role in the media mix for this initiative. Our media mix reflects the consumer’s media consumption behaviour and is always directed to achieve effectiveness and efficiency.
What are the levers of growth for the brand as we go forward?
MAGGI, has built a strong brand equity and consumer trust and will continue to build its small meals and cooking offerings relevant for the consumers.
The brand recently launched their latest, large-scale campaign 'Maggi Kitchen Journeys' which showcases 12 heart-warming and inspiring stories of women who have established their own unique identity, using food as a medium. Conceptualized by Zenith, the show is telecast on Zee TV and Living Foodz and is one big area where the brand is investing their marketing energies towards. Maarten Geraets - General Manager, Foods, Nestle South Asia Region shared his insights on the same.
Edited excerpts below:
What was the starting point of Maggi Kitchen Journeys and the reason for adopting this proposition?
MAGGI as a brand has always believed that cooking does not stop in the saucepan. The simple act of cooking not only makes us more curious, creative and empathetic, it also teaches us independence, resourcefulness and awareness. MAGGI through “Kuch Achha Pak Raha Hai” is aimed at driving advocacy on this thought and is supported through multiple initiatives. Taking this concept further MAGGI Kitchen Journeys is a communications platform that will engage with women and celebrate the grit and zeal of women who have used the power of their culinary skills to carve their own dreams, overcome personal tragedies and change the fortunes of their family. The ‘Kitchen Journeys’ unveil how the women have taken challenging circumstances in their stride and overcome them, and converted their passion into their business.
Tell us about your media mix and content strategy to drive it?
Our media mix reflects the consumer’s media consumption behaviour and is always directed to achieve effectiveness and efficiency. While the digital and social media investments is clearly on an upward trajectory in line with the consumption behavior of the young target audiences, in this case we chose Zee TV and Living Foodz as our primary partners as the target audience in this case have a strong affinity for television. All the content generated through the television would also be leveraged on various digital platforms.
What was the need to launch a show on the television, especially when digital is growing so rapidly? Also any amplification plans?
MAGGI Kitchen Journeys is a multi-touch-point communication platform. Both TV and Digital media play an equally important role in the media mix for this initiative. Our media mix reflects the consumer’s media consumption behaviour and is always directed to achieve effectiveness and efficiency.
What are the levers of growth for the brand as we go forward?
MAGGI, has built a strong brand equity and consumer trust and will continue to build its small meals and cooking offerings relevant for the consumers.
