Maggi Uses Visual Cravings In New Print Campaign
Maggi’s new print campaign uses appetising visuals and playful copy to turn the familiar taste of noodles into a craving.
SociapaHQ
Maggi has launched a new print campaign that puts its iconic noodles at the center of the communication, using stylised food imagery and playful copy to drive consumer cravings.
The campaign features close-ups of freshly made Maggi in intricate details, the noodles against warm appetising backgrounds. The ads focus on the sensory appeal and familiarity of the brand, rather than advocating a new product or a particular functional benefit.
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From ‘Whiff’ To ‘Enjoy’:
The campaign is a simple three step process.
The first execution - ‘Whiff’ - is about the smell of freshly cooked Maggi. The smell of the noodles is the first trigger for craving.
The following execution uses the visual appeal of the dish, while the last ‘Enjoy’ execution shows a fork lifting a generous portion of noodles. “Opened your mouth, haven’t you?” says the copy, calling for “Go on, enjoy your Maggi!”
The executions in combination constitute a simple path: smell it, look at it, eat it.
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Selling The Craving:
The campaign doesn’t feature in-depth product demonstrations, ingredient-led messaging or messaging around a new variant. Instead it relies on visual temptation, short conversational copy and the familiarity of Maggi.
The logo is prominent, but it’s the close-ups of the food that do much of the persuasive work.
The technique employs a common food marketing tactic: making the product look so appetising that it produces an instant craving to eat.
