As part of MAGGI’s long-term branding strategy, we created a renewed content strategy, creating an important pillar of the brand’s digital ecosystem.
The essence of the strategy is variety and keeping up-to-date. This provides real support for kitchen fairies who either love to cook or have to cook. One such element was the MAGGI Lightning Chef activity launched during the COVID-19 quarantine, which - based on the recognition that there is even more taking place in kitchens during the quarantine - provided direct expert assistance to families stranded at home.
Although the activity has become an international best practice, we hope it will not be needed in the future.