With so many pressing issues affecting women in the region – including domestic abuse, child illiteracy, and destitute women - MAGGI has since assumed the responsibility to tackle these issues, and make a difference for women in the GCC.

After two season of MAGGI Diaries, we needed to evolve the campaign’s content, and continue its conversation with women in the Middle East. Alongside defending its leadership in a fiercely competitive market, MAGGI’s main objective was to drive category growth by developing brand affinity using communication that transcends category conventions.

Objectives:

•Register 10% organic growth for MAGGI Bouillon in 2016

•Increase brand loyalty

•Increase agreement with key attribute statements:

-“Helps me contribute to a better life”

-“Helps me make a difference in my loved one’s lives through everyday cooking”

•Generate a 10% engagement rate on FB (category norm 4%)

•Generate a 15% view-through rate on YouTube (regional norm 14%)

Each MAGGI Diaries episode highlights a social cause that’s important to women in the region.

“Passing on Traditions” takes us to the mountains of Oman. Moza runs a foundation that provides low-income women with funds to start a business. Zahra is an elderly woman passionate about preserving (fast-disappearing) traditional Omani dishes.

We combine their skills to create a sustainable initiative for the community: a cooking school. Zahra passes her culinary knowledge on to women who need the extra income, and they become cooking teachers themselves. Moza invests the funds she’s raised in skills that the women will benefit from in the long-term.

At the end of the episode, the audience is treated to a taste of what we have been able to preserve: a recipe for a traditional Omani bread. Just one dish that we can keep enjoying thanks to women like Moza, Zahra and their new generation of cooks.