A Malaysian favourite.
Maggi ignites a growing hunger for authentic Asian flavours with the launch of Maggi Kari via Connecting Plots.
The campaign featured a one-night-only $3 hawker-style noodles experience at one-hatted Ho Jiak Town Hall, hosted in collaboration with Malaysian chef Junda Khoo.
“Malaysians love bold, spicy flavours, and curry noodles are a delicious way to show that,” said Ho Jiak Town Hall head chef, Junda Khoo.
“Pure comfort food, us Malaysians eat them for lunch, dinner, or anytime in between.”
The event sold out in under 24 hours.
Diners experienced Maggi Kari in three ways: Kari Mee, Maggi Sup and Kerabu Maggi.
The campaign featured influencer partnerships including @dimsimlim, @anniesbucketlist, @sydneyfoodboy and @2hungryguys.
Maggi Kari is now available in 5-packs at supermarkets nationwide (RRP $5).
“We wanted to showcase that Maggi is part of authentic Asian food culture,” said Connecting Plots creative partner Matt Geersen.
“Maggi Kari is loved in Malaysia so we are bringing that same street cred here, through taste, experience and storytelling.”
Campaign Credits
Client: Nestlé
Head of Marketing - Foods Business: Monique Koning
Brand Manager - Maggi Noodles: Charné Kirsten
Assistant Brand Manager - Foods: Mia Flokis
Senior Consumer PR & Social Manager: Emma Wilson
Internal Production Manager: Gwendolyn Jimenez
Integrated Agency: Connecting Plots Group
Creative & Comms: Connecting Plots
Social, Influencer & Content: a.glo
Earned & PR: CPPR
Production: Infinity Squared
Group Business Director: Alice Sherrah
Creative Partner: Matt Geersen
CCO & Co-Founder: Dave Jansen
Creative Operations Director: Mary Morrell
Head of Social: Kent Pearson
Social & Content Manager: Sarah Kennedy
Head of PR: Katie Eastment
Executive Producer: Melanie Reardon
