Maggi is a recognized brand in Brazil, but most remembered as a bouillon cube brand, as this has been the main focus of communication for over 60 years.

But Maggi has many other products in its portfolio: soups, spices, broths, creams, etc. Therefore, we needed to change the perception of the brand, especially in an increasingly competitive product universe.

To show all the preparation possibilities that Maggi allows, we created a simple, modern and easy to understand campaign for all social classes in Brazil, and we used the most iconic asset of the brand: the Maggi logo.

We wanted consumers to think about Maggi when preparing their meals, as there is always a Maggi product that goes with any recipe.

But, instead of focusing on the image of the dish itself, as the whole category does, we focused on our communication where Maggi is really used: on preparation.

With the brand's logo, known worldwide and already present in the affective memory of Brazilians, we made people imagining that any recipe can be even better with Maggi. A simple graphic solution that is easily adaptable to different regions and cultures, allowing variations of the meals according to the location.

A powerful communication, because we made the target (both, 25+, B and C classes, who cook in their daily lives) imagine the flavor without showing the product at any time.

We created a language that made the consumer imagine the flavor when seeing our communication.

For this reason, all the ads use the same graphic elements: the Maggi logo representing a meal, an object related to the preparation of the recipe (for example, a ladle, a grill, an oven) and the concept "Imagine with Maggi". (in Portuguese, MAGGI's pronunciation is similar to the word IMAGINE, creating a phonetic rhyme)

All ads used only the three colors of Maggi: yellow, red and white. Twenty different illustrations were created at the points of contact with our target, representing the most common types of preparation, where Maggi products can be added.

In six months, we have rejuvenated the brand and changed the perception of consumers that Maggi is not just a meat broth. The brand gained revelation in other categories and the demand on the website for other Maggi products increased by 20% during the campaign, also increasing the purchase consideration by 22% and the recall by 58%.