Nestle's recipe for targeting time-constrained mums and millennials

Nestlé Singapore has engaged We Are Social to launch a new Instagram campaign for its Maggi Noodles brand. The campaign aims to promote home cooking to a new generation of aspiring chefs.The ‘Maggi Homemade Chefs’ campaign, developed and managed by the We Are Social’s Singapore office, aims to bring back the fun in cooking by “reducing barriers that may prevent consumers, particularly millennials and time-constrained mothers, from trying their hand at preparing their own home cooked meals,” said the brand. This is in line with Maggi’s overall brand belief that Happiness is Homemade, and homemade food and cooking brings families together.Taking advantage of Instagram’s burgeoning popularity in Singapore and the platform’s focus on strong visuals, social sharing and discovery features, Maggi is rolling out two new recipes each month that encourage a fun way of interacting with food.Magdalene Tan, group brand manager said: “We are delighted to be creating Singapore’s first ‘social’ cookbook, which will introduce and inspire a whole new generation of Maggi Noodle fans to the benefits of homemade cooking. Our recipes are carefully curated to appeal to all levels – whether users are new to the joy of cooking or already creating their own delicious meals at home with Maggi products.”The campaign includes multiple hashtags to promote discoverability, and has been designed to suit mobile – the primary domain of the target audience. Original content has also been developed specifically for Facebook and YouTube to drive awareness and engagement, and the campaign will be further amplified through social media advertising.Clicking on a specific photo tag on Instagram posts will also direct users to the corresponding recipe page. The links on the recipe page then leads them to the Maggi Singapore YouTube page where longer-forms of how-to videos are featured.Sophina Smith, client solutions director, We Are Social said: “Instagram makes perfect sense as a platform for this campaign, given its growing popularity among millennials in Singapore and the opportunity to experiment with the platform’s discoverability features. It’s very much a ‘social by design’ initiative as it appeals to the behaviours of the target audience while adopting a whole new approach to finding recipes that inspire and excite.”