Maggi reemphasizes “Cook the Difference” concept idea to give new definition of cooking to be more than just food to fill up the stomach. Because Maggi believes that everyone has different mixture in their lives, cooking can be compared as flavoring one’s life to the perfection in their own ways. With everyone doing it, variety becomes the results. In this year, Maggi launched “Aruna2019” campaign though partnership with Channel One31, telling stories after the series Wife2018 to get through the target audience, a new generation of mothers, and to tell stories of them in 3 dimensions by using cooking as a part to flavor their lives to perfection, under the concept of “Recipe of Life” where the intended content was disguised across the TV series content employing Creative Content Marketing strategy to knock off vibrant phenomenon through the entertainment industry strategy.
Besides, the brand made more out of the campaign by providing real experience to the customers or Customer Experience through “MAGGI Mom & Me Cooking Club” cooking workshop inviting couples of mother and kid to join. There were also food truck activities that delivered tasty food to every region at 66 locations in more than 32 provinces. Superstar Bee Namthip became brand ambassador to create inspiration and motivation for Thai people to do more cooking in their kitchen.
Miss Cruawan Varunpaichit, Business Executive Officer – Food and Nestlé Professional-Nestlé (Thai) Ltd. talked about concept and idea that brought the brand into TV series content “Maggi focuses on creating cooking inspiration, developing new menus that can be cooked at home, and encouraging people to cook at home more often via communication to our target group which is ‘new generation of mothers’ who have inspiration and dedication to make food for their kids and everyone in the family to enjoy. So, Maggi looked for an interesting communication strategy that can get to the target group directly and align with lifestyle of new generation of mothers. That is when it has become Aruna2019 TV series project where we partner with Channel One31 to make the series. The stories will be telling through ‘mothers’ in 3 ways where they use cooking as a part to flavor their life mixture to perfection in accordance with the concept of the campaign ‘Recipe of Life’ because there is no exact recipe on how to be a good mother because everyone has different mixture in their lives.”
Marketing strategy via entertainment industry TV series content is a new step of direct communication to consumers without TV ads or Product tie-in and product placement like in the past. The story of each character will show their lives and what they will have to go through differently. It is like cooking that needs different cooking techniques for different menu, and that is the implication on how to flavor their lives into perfection. By applying the marketing strategy via TV series content, it is expected that there will be a rise in penetration rate from 2018 in which Maggi’s penetration rate and growth rate were 19.2% and 10.8% respectively (Kantar Worldpanel, February 2019)
Miss Cruawan added “Nowadays, the trend of dining out and purchasing ready-to-eat food to eat at home has increased to almost 50%, which is quite a big challenge for Maggi to encourage Thai people to cook at home. We have found that becoming mother is the turning point for woman to want to cook meals at home because they want the best thing for their kids and families whether it is quality ingredients, cleaning process, and the taste that their kids love. In Aruna2019 TV series, there will be insertion of ideas and menus to inspire mothers to try on such as menu for picky kids, tasty and inspiring Jae menus, or even easy-cooking menus.”
#RecipeofLife