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Objective

To introduce Myanmar's first all in one Maggi seasoning to the housewives of Myanmar

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Challenge

Myanmar housewives spends hours of time in the kitchen to prepare average of more than 5 dishes per meal, how do we use our product to speed up the process for them.

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Insight

Varieties over complicate the procedure in the kitchen but versatility will always be the most efficient option.

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Execution

In order for the housewives in Myanmar to be aware of our new product, we decided to create 30s TVC to broadcast nationwide. The TVC mainly aims to tackle the no.1 problems Myanmar housewives face; Seasoning dilemma. By using our product with versatility features, the cooking experience becomes easier, more delicious and more meals can be cooked everyday.

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Outcome

The new product was an instant hit amongst the urban housewives due to the features and promotions done at the wet market. With the inability and the lockdown happening in the city housewives were facing difficulty with buying varieties of seasoning, this all in one seasoning helped them deal with this problems at home. Over 90% of existing Maggi users were satisfied with the product according to the local survey group.

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Result

• Over 650k views on the first week of release on Social

• Maggi All in one seasoning was rated top 5 sellers of the week at local supermarket

• 90% of Maggi users were satisfied with the product compare to other competitors

• 70% of non Maggi seasoning users were considering changing to Maggi all in one seasoning