The client, Maggi, required a full-scale, integrated campaign concept designed to reinvigorate the brand's emotional connection with its core family demographic. The challenge was to create a cohesive message—"The Hug of Mummy"—that could be successfully translated across highly diverse media formats, including print magazine ads, high-impact outdoor billboards, and digital banners. The campaign needed to establish Maggi not just as a quick meal, but as an essential, comforting partner during everyday moments like studying.
The campaign solution is built around the central narrative, "Study Buddy Maggi," connecting the product to a specific, relatable use case. Consistency is maintained across all touchpoints through a unified color palette (Maggi yellow and red) and cohesive photography featuring warm, positive emotional cues.The Billboard uses minimal text and a large visual to maximize roadside impact.The Magazine Spread uses rich copy and photography to tell the story and invite closer engagement.The Vertical Banner uses a clear product shot and taglines for immediate recognition in high-traffic areas.This multi-channel approach successfully delivers a memorable and emotionally resonant campaign concept.