2010 Winners & Shortlists

Results and Effectiveness

Market Share increased by 4% from 80 – 84%. Client satisfaction and global recognition for innovation: “… great illustration of turning the current family budget constraints into a moment of pleasure and creating “good food moments”!” Marie-Anne Wuest, Communication and brand management, Food Strategic business unit

Creative Execution

We created a communication plan that would surround our target market, leading them straight to the checkout. The dine-in concept was positioned as the latest fashion trend, we then educated and reminded our audience of the value of dining-in. Adverts were placed in the catwalk sections of fashion magazines, clearly linking the Dine-in concept with the latest fashion trend. Using Time out, which traditionally advertises dining out, we created hype around the newest restaurant in town. “Home” On the MAGGI Middle East website we listed recipes including tips and tricks on how to put it all together. And we showed them the total cost of actual recipes. In the supermarkets, groceries and hypermarkets we attracted them with “dine in” banners and slogans, focused on eating at home. Throughout our messages we focused on new Dine In habits for our consumer, making it desirable and trendy.

Insights, Strategy and the Idea

The economic downturn had had a profound impact on our consumers. 25 to 45 year old women in the UAE and Saudi Arabia were actively concerned with cost of living. The previous interest and trend to over-spend was changing, resulting in less spend per person and more conservative buying patterns. Regardless of this, our target audience still wanted to stay ahead of the trends, which they do through lifestyle magazines and city guides. We knew that our consumers loved to eat out and that they were connected, up to date and creative. We also knew that they enjoyed finding new recipes. We took these insights and transformed them into a clear business opportunity that allowed us to connect with our consumers. The boring and conventional dinner at home was upgraded and turned into a fashionable trendy experience they would want to adopt. The Dine In Campaign was born.