The Taste of Nigeria Campaign
MAGGI Cube is the single largest driver of the MAGGI business in Central and West Africa, with Nigeria alone contributing almost 60% of the total brand volume for the region. In Nigeria, MAGGI Cube has been around for ages and has become part of the culinary fabric, so much so that it is considered essential for traditional Nigerian dishes. But it’s not all good news. Fierce competition by newer entrants like Knorr has led to MAGGI Cube being increasingly regarded as an “old” brand; one unsuited for modern Nigerian dishes.
We decided to embrace the brand’s heritage and move the conversation to a higher order plane that none of our competitors could credibly play on:
The Taste of Nigeria.
Brand Campaign & Art Direction
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