Malaysian Media Awards Winners Showcase

2011 | |

Inspiring 2 Million Chinese with the Feast of Good Luck and Prosperity

Advertiser: Nestle Products Sdn Bhd
Brand: MAGGI
Creative Agency: Ogilvy
Credits: Mindy Chai (Executive), Yvonne Tan (Senior Executive), Audrey Low (Associate Director), Cindy Chia (Director, Client Leadership), Nestle Products Sdn Bhd, Astro

Winning over the Chinese is a key challenge for MAGGI Stocks and Sauces because when it comes to cooking, Chinese consumers prefer to go for ‘authentic’ Chinese brands. Our task was to get MAGGI Stocks and Sauces to win the hearts and minds of the Chinese community.

The Chinese community holds high respect for established Chinese chefs whose food is regarded as the epitome of Chinese cuisine. With this knowledge, we created a series of 60- second cooking mini-sodes in collaboration with renowned Chef Sun from Tai Thong, the largest Chinese restaurant chain. The broadcast was strategically scheduled before Chinese New Year (CNY) period, when the best and most authentic Chinese dishes are cooked and served to families, relatives and friends.

We flooded top Astro Chinese Channels with our cooking mini-sodes titled, “Feast of Good Luck and Prosperity”. At the height of CNY preparation and celebration, we further delighted our consumers with eight auspicious CNY recipes, aided by MAGGI products. It was loud and clear that MAGGI products are trusted by credible Chinese chefs to cook authentic CNY dishes, leaving no room of doubt for the chefs at home!

During the campaign period, MAGGI’s penetration amongst Chinese increased by 5% (Kantar consumer panel). Top-of-mind awareness also rose by 20% against Chinese (Millward Brown). Our 60-second cooking mini-sodes reached 2 million Chinese consumers, making it 20% more cost-effective than the average 30-second spot buy.