Malaysian Media Awards Winners Showcase





2011 | |

How MAGGI Captured the Hearts of the Penangites

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

Challenge
Maggi Concentrated Chicken Stock (MCCS), a product for Chinese cooking, was losing sales in Penang due to lack of local communications. Additionally, Chinese Penangites’ discerning taste buds tends to only trust Chinese cooking brands. We’re challenged to build affinity with Chinese Penangites, and make MCCS relevant to them.

Solutions
Food is the main highlight of most Chinese festivities. With the insight that not many Chinese are aware that MCCS can be used to make dumpling, we chose to connect with Penangites via the Dumpling Festival because this significant celebration holds heritage in dragon boat races and special Peranakan dumplings. We chose the most trusted local medium, Chinese newspapers, and collaborated with them to tailor specific content for Penangites.

Execution
Focusing on titles that are Penang-based or Northern editions, we dominated the recipe section prior to the festival with unique Penang-inspired recipes created by MAGGI, highlighted by creative buys with MAGGI MCCS products flowing into a dumpling on the centre of the page. We also added personal touches with real life stories and recipes from readers who shared their ‘secret’ family dumpling recipes. All these demonstrated MAGGI’s essential role in creating authentic Chinese dishes.

Result
MAGGI defended its pole position at 50% volume share in north Modern Trade (Nielsen Retail Audit). We created a 30 share point difference between MAGGI and its competitor, which is the largest gap ever, and gained a 16% increase in Penang sales 1 month after campaign launch.