Maggi TVC Campaign
Prime-Time TV Spots Showcasing Flavor and Convenience.
Two TV spots for Maggi, Spaghetti Bolognese and Indian Chicken Curry, were produced to highlight the brand’s authentic flavors and convenience. The campaign aired during prime time on leading German channels, engaging a broad audience with visually compelling storytelling.
The Background
In 2019, Nestlé tasked Leo Burnett / Publicis with producing high-impact TV campaigns for its Maggi brand in Germany. The goal was to highlight two popular products, Spaghetti Bolognese and Indian Chicken Curry, through visually appealing, emotionally engaging storytelling that resonated with consumers during prime-time viewing.
The Idea
The creative concept focused on making everyday meals exciting and flavorful. The storytelling emphasized the authenticity and taste of Maggi products while positioning them as convenient, high-quality solutions for home cooking. Two complementary TV spots were developed:
- Spaghetti Bolognese: Showcasing the rich, hearty flavors and family enjoyment.
- Indian Chicken Curry: Highlighting exotic flavors, ease of preparation, and culinary adventure.
Both concepts were designed to connect with German consumers’ love for flavor while reinforcing Maggi’s position as a trusted, quality brand.
Execution
The campaign was managed end-to-end, ensuring strategic alignment, creative quality, and flawless execution:
- Briefing: Collaborated with Nestlé’s marketing team to define objectives, brand guidelines, and target audience insights.
- Concept & Storyboard: Worked closely with the creative team to translate the brief into compelling storyboards, shot lists, and narrative structures for both TVCs.
- Pre-Production & PPM: Coordinated casting, locations, set design, props, wardrobe, and production schedules.
- Media Buying & Planning: Planned prime-time airings on major German channels, optimizing reach and audience impact.
- Production: Oversaw on-set filming, ensuring the creative vision was executed with precision and high production standards.
- Post-Production: Managed editing, color grading, sound design, and integration of brand messaging to finalize polished TV spots.
- Coordination: Led collaboration across internal teams, external production companies, and media partners, ensuring deadlines, budgets, and creative standards were met.
Why It Matters
This project highlights my ability to lead complex, multi-stage campaigns in a fast-paced agency environment, managing all aspects from briefing to on-air delivery. It demonstrates expertise in creative strategy, production oversight, and cross-functional coordination, delivering high-quality campaigns that align with client objectives and brand positioning.