Instead of explaining and assuring people of our quality, we created five videos without even using the word ‘MAGGI’.

We created a series of videos which reached out to our consumers and told them we were missing them too in a language every MAGGI noodles lover could understand. We made the most of cultural nuances that existed around the brand.

We posted the Videos on YouTube and promoted the #wemissyoutoo.

The most significant impact of the campaign was that it shifted the conversations around the brand from negative to positive for teh first time since the crisis had broken.

There was a jump of 17% in the positive mentions on the net, post the campaign.

The Brand trust scores actually started to recover from single digits. They climbed back into 30s after the campaign.

On Twitter 72% of influencers spoke positively about the campaign, which created further momentum for the positive brand messaging.