Advertiser: Nestlé (Malaysia) Berhad Brand: MAGGI Cukup Rasa Creative Agency: MINDSHARE MALAYSIA Credits: -
Objective & Challenge
This is an inspiring tale of Wanita Cukup Berani, a story of resilience, empowerment, and the transformative power of women defying societal limitations to shape their destinies, defying all odds, especially for Women from vulnerable communities such as B40. Women in vulnerable communities face societal stigma, gender discrimination, and low socioeconomic status to name a few. Consequently, women in the B40 community, experience feelings of shame, low self-esteem, and a sense of being undervalued. Agency’s task: MAGGI Cukup Rasa has been in existence for many years, The agency was tasked to design, launch, and execute MAGGI Cukup Rasa, which enables B40 women to earn a sustainable income by unlocking their culinary skills and helping them discover their hidden talents. The success of this initiative is measured by the number of participants enabled and the social impact that MAGGI Cukup Rasa creates.
Insight & Strategy
Among B40 households, many women face limited opportunities, income disparities, and a lack of access to higher education, which perpetuates frustration and discontent for generations. However, a glimmer of resilience and hope emerges from a study conducted by Universiti Kebangsaan Malaysia: home-based entrepreneurship has become a powerful source of empowerment. It enables women to balance their work and home responsibilities while generating sustainable income, breaking free from dependency, and embracing self-independence. Based on these insights, we took MAGGI Wanita Cukup Berani to the next level. THE BIG IDEA: Finding the Next MAGGI Wanita Cukup Berani Our mission is to provide a platform that showcases the inspiring journeys of courageous women who dare to step out of their current circumstances and embark on a rewarding entrepreneurial journey, igniting a deep sense of ambition within them. Upskilling through Online Masterclasses The program began with online masterclasses in collaboration with Woman Of Will (WOW) and Google Malaysia. The upskilling modules were designed to upskill participants on digital business tools, content creation, culinary skills, and, most importantly, nurturing self-confidence and awareness. These thoughtfully designed masterclasses aimed to inspire B40 women, encouraging them to embrace the entrepreneurial spirit with them, thus making them successful in their lives. Unfolding the Transformation Journey on TV Next, in partnership with TV3, we brought a branded reality Tv show to live titled “MAGGI Resipi Berani”. The show provided a platform for 12 exceptional mentees from the masterclasses to compete for the grand title. Collaborating with TV3 which is the number one Malay FTA (Free-to-air) station, allowed us to amplify the reach and impact of their remarkable journey. Throughout the show, these women were put to the test, facing challenges that pushed their limits and showcased their unwavering perseverance.
For the B40 women, Tv is one of the biggest sources of entertainment. These women love to watch dramas and are inspired by their characters and have aspirational value towards them. The Main Trust: TV3’s Reality Show – Resipi Berani MAGGI “Resipi Berani” Tv series was launched with the aim to inspire more women from the B40 community to step out of their comfort zones and try new experiences in their lives. To keep the series entertaining and aspirational, the show featured three prominent MAGGI® Mentors – 1) Datin Eina Azman, 2) Sheila Rusly, and 3) Anne Idris, who nurtured the 12 mentees throughout the reality series in various Feedback Mentorship Sessions. The series also featured guest judges Stacy Anam, Betty Rahmad, Aisya J, and Chef Sherson Lian to make it spicier and more interesting for the viewers. The reality Tv series consisted of 6 episodes, and in each episode, the mentees were assigned different tasks to compete amongst themselves. Eliminations were done in each of the episodes while judges chose the winners from each episode to move to the next round/episode. The challenges included cooking the best home dish while judges were distracting them with different questions to more difficult ones including creating authentic dishes using unique ingredients. The reality show also focused on nutrition and sustainability, requiring the mentees to make a dish from leftover food and make Kebabs using plant-based ingredients. As the episodes progressed, the show put mentees’ selling skills to the test by asking them to identify their signature dish and a target market, thus developing their ability to maximize their revenues. The mentees also underwent a rigorous boot camp for them to pick, catch and cook with fresh ingredients in an outdoor environment testing their endurance. The grand finale was all about gearing up the top 3 Mentees to operate their own businesses. The mentees were to identify their signature dish and develop and present their marketing plan to the judges. The Journey Unfolds Beyond the selection of finalists, the winner of “Resipi Berani MAGGI” embarked on an intensive eight-week mentorship program led by renowned entrepreneur Anne Idris. The program aimed to upscale the winner’s food business, implement cost efficiencies and devise effective branding strategies. Furthermore, the grand winner received seed capital of RM8,000.
The campaign successfully empowered women to seize control of their destinies with unwavering determination. Positive Social Impact: • Online masterclasses benefitted 2,000 mentees, equipping them with valuable knowledge and skills. • The mentorship program has led to tangible business growth for the top 3 mentees in the homebased F&B industry, with remarkable sales increases ranging from 200% to 400%, sustained till today. Media Effectiveness: • Achieved a TV rating of 3.6, 20% more than the Past4Week. • Inspired over 5 million women through TV and video platforms. • Over 1,500+ consumers shared their personal stories of how they tried something new in their lives on different social platforms. • Earned significant media coverage valued at RM1.9 million. • Exhibited 2.7x higher Engagement Rate on YouTube (8% vs. Industry average of 3.9%) • Experienced 12x higher Linkthrough Rate (6% vs. industry average of 0.5%). • Witnessed a 21x increase in Maggi YouTube fan growth. • Garnered Paidviews of 150,000 5minute views and 40,000 completedviews on a 20minute YouTube video. Business Growth: • MAGGICUKUPRASA achieved penetration growth (+360 basis points) compared to 2021. • Marketshare increased by +450bps compared to 2021