Maggi used to be synonymous with instant noodles in Singapore, but with new competitor brands fast gaining popularity, they were no longer the first brand people reached for on the shelves.
Our challenge? Reminding Singaporeans of this nostalgic brand they all grew up with by telling us what made a packet of instant noodles #MyMaggi.
From army adventures to warm childhood memories and wild nights out in Bangkok, our influencers showed our audience that no matter who you are, enjoying Maggi is a truly universal Singaporean experience.
To keep momentum going, we launched an Instagram campaign to get people to share their #MyMaggi moments and recipes.
This campaign turned out to be Maggi Singapore’s most successful campaign within the last 5 years. With a little nostalgia and good storytelling, we got Singaporeans talking about Maggi again just like the good ol’ days.