The idea: We hijacked Google AdWords to directly display full MAGGI recipes.

Therefore we shortened the recipes to Google AdWords´ limited length of 155 characters and linked them to the most frequent cooking search phrases.

The result: Google AdWords displayed full MAGGI recipes containing the exact ingredients, measurements and working steps.

The trick: No clicks necessary, no payment due, but MAGGI displayed as number one in Google search results.

Analyze: We used Google Analytics to determine the 100 most frequent recipe search phrases and buzzwords.

Create: We linked these phrases and buzzwords to 20 MAGGI recipes. Every recipe was shortened to a max of 155 characters – the exact limit of characters previewed in Google AdWords.

Distribute: During a period of 4 weeks MAGGI aired up to 20 complete recipes on hundreds of recipe search phrases and buzzwords – fully displayed within the Google AdWords preview, containing all ingredients, measurements and working steps.

Without spending a single cent on media, MAGGI proofed its role as a partner to fresh, that inspires and enables people to experience the world of homemade food everyday. And got on pole position for recipe searches in the digital world.