Tapping into the growing trend of people using mobile devices to view recipes as they cook, Maggi has developed a series of bite-sized videos featuring easy recipe creations for busy mums who want to create tasty meals that are enjoyed by all members of the family.
Created by Maggi’s digital partner, The White Agency (part of STW), the videos have been developed in response to a wealth of research that demonstrates a strong trend for mums to search for recipes and follow instructions on their mobile devices as they cook.
Featuring Maggi’s culinary expert Richard Brogan, the 17 videos offers fresh ideas on traditional recipes such as chicken ragu, and winter vegetables, as well as modern day classics like Vietnamese spring rolls and deconstructed bruschetta.
“The video content further strengthens Maggi’s position as the everyday cooking partner by reinventing the cooking experience for our core consumer who has limited time to prepare and cook for their family,” said Sibon Schouten, head of marketing – Foods, Nestlé.
“It’s not just about offering a variety of simple recipe ideas for time-poor families; it’s also about delivering it to them in a high quality format on a platform that they are regularly consuming and can easily access,” said Mike Barry, creative director, The White Agency. “In addition, digital content like this can also be easily shared, thereby further extending the reach of the brand.”
The launch of this targeted video content is the first phase of an overall refresh of the Maggi website which is designed to give a helping hand to home cooks, through smarter, more relevant use of social media and video content. The new website is set to be unveiled shortly.
The White Agency is part of STW, Australasia’s leading marketing content and communications group.