What is it?

Maggi is there for mums in every

step of the way.

How do we inspire mums to use

Maggie products? To be where

they are.

Where are Maggi’s customers?

Offline Online

We are targeting both type of shoppers by

showing a compilation of short

crowdsourced cooking videos or pictures

in loop on the LCD in supermarket’s aisles.

It’s short, concise and catches attention.

People find recipes on Google

Search, or Pinterest for an inspiration.

They browse through food/cooking

pictures or videos on Instagram.

Lastly, they like a brand on Facebook.

Mums who are active on social media can share their cooking content through

their favourite channel. With the hashtag #MaggiHapiness, we are able to

curate their content and display it on our online and offline properties.

Why does it matter?

Because every mum, despite all their confident, strong appearance and

can-do-it-all attitude, is a very gentle individual who needs appreciation

and acknowledgement to their seemingly trivial day-to-day stuff.

Get genuine testimonials from kids about

their mums’ cooking

Invite mums to view the video

So what?

Mums like to get involved, mum likes to be in control.

This idea convinces Vietnamese mums to be more confident, more “loud” in

telling people that they are good in what they are doing. They are a good cook

as well as a good project manager in the family. Without them, a family would

not run so smoothly. And… who doesn’t love mum’s cooking?

What’s next?

Place shopping list booklets in a supermarket, created

using a thick paper/material.

The booklet can also be used as a smartphone standee,

which mums then use to shoot a video/take a photo/

play some music on Spotify when she’s cooking at home.