Maggi supports 'everyday cooks' with latest branded content campaign via The White Agency

MAGGI-branded content.jpgTapping into the growing trend of people using mobile devices to view recipes as they cook, Maggi has developed a series of bite-sized videos featuring easy recipe creations for busy mums who want to create tasty meals that are enjoyed by all members of the family.

Created by Maggi's digital partner, The White Agency (part of STW), the videos have been developed in response to a wealth of research that demonstrates a strong trend for Mums to search for recipes and follow instructions on their mobile devices as they cook.  

VIEW THE VIDEOS
Featuring Maggi's culinary expert Richard Brogan, the 17 videos offer fresh ideas on traditional recipes such as chicken ragu, and winter vegetables, as well as modern day classics like Vietnamese spring rolls and deconstructed bruschetta.

"The video content further strengthens Maggi's position as the everyday cooking partner by reinventing the cooking experience for our core consumer who has limited time to prepare and cook for their family," said Sibon Schouten, head of marketing - Foods, Nestlé.

"It's not just about offering a variety of simple recipe ideas for time-poor families; it's also about delivering it to them in a high quality format on a platform that they are regularly consuming and can easily access," says Mike Barry, creative director, The White Agency. "In addition, digital content like this can also be easily shared, thereby further extending the reach of the brand."

The launch of this targeted video content is the first phase of an overall refresh of the MAGGI website which is designed to give a helping hand to home cooks, through smarter, more relevant use of social media and video content. The new website is set to be unveiled shortly.

4 Comments

Reggie said:

Branded content first and foremost should entertain. These were dull as a door knob.

Why would I watch this when I can read a recipe and get the information without sitting through this?

BOOOOOOORING said:

Whats the difference between watching this and BRAND POWER? There was such an opportunity to do something genuinely engaging and entertaining with your everyday cooks

rubbish said:

"digital content like this can also be easily shared". no kidding. however you have to ask yourself WHY would someone share this?

Huh? said:

How is this worthy of a press release? Please agencies, be a bit more selective with your content.

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