2010 Winners & Shortlists

Results and Effectiveness

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

Creative Execution

Our aim was to create a campaign that would catch our target audience at 3 key decision making points, leading them directly to the checkout. Layer 1: Through print advertising in magazines we created the trend We promoted home as the fine dining spot in town where there’s no need to reserve a table and you’re guaranteed a warm welcome. Layer 2: Online, we got into the details of the recipes and made them aware of the cost involved The MAGGI Middle East website was filled with recipes, including tips and tricks on how to put it all together, as well as cost of actual recipes. Layer 3: Sealing the deal in-store Even if they didn’t see the adverts or the website, we grabbed our audience in-store at supermarkets, groceries and hypermarkets with “dine in” banners and slogans.

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.