Nestlé
Planning the Maggi Bouillon TVC, OOH and digital campaign

The aim of the campaign was to ensure that MAGGI Bouillon was not merely seen as a convenience product, but as a kitchen aid that preserves the experience of home cooking whilst saving time and energy. For the target group, cooking is an everyday task in which quality, variety and trust in home-cooked meals play an important role.

The challenge was that, in the minds of many consumers, semi-prepared or ready-made product categories are perceived as less healthy or less natural solutions. Therefore, the communication had to demonstrate that MAGGI stock does not detract from the value of cooking, but helps to achieve rich, home-cooked flavours more quickly, easily and confidently.

Progressive developed an advertising concept based on everyday cooking situations: there are times when we don’t have time for lengthy cooking sessions, yet we still want to serve up delicious, nutritious and heart-warming meals. MAGGI stock in a jar offered a practical solution to this situation; made from chicken, beef or vegetables, it gives fresh ingredients an intense, home-cooked flavour.

In the campaign, we linked the product to cooking situations where it can be a real help: for making soups, risottos, sauces and vegetable dishes, as well as for enhancing the flavour of meals. The communication highlighted that MAGGI’s jarred broth, free from flavour enhancers and preservatives, is ready to use, can be dosed to taste, and thanks to its resealable packaging, any remaining quantity can be used later.

In the visuals of the TVC, we prioritised a warm, homely and appetising atmosphere. The beautifully polished visuals helped to present the product in a more premium, confidence-building way, whilst the citylight creatives and digital campaign materials consistently conveyed the main message: home-style flavours, quick and easy.

The MAGGI campaign created by Progressive presented the product’s key benefit in an integrated way: the balance between faster cooking and home-cooked flavours. The TVC, OOH citylight displays and the digital campaign collectively strengthened the brand’s presence, whilst consistently communicating the product’s practical yet high-quality role in everyday cooking.

The campaign successfully positioned MAGGI bottled stock as a kitchen solution that supports the preparation of varied, delicious and homely meals, even for modern, busy households. The communication was not about replacing cooking, but about how to transform high-quality ingredients into home-cooked flavours more quickly and confidently.