This month saw the launch of a major digital initiative for Maggi Professional, to create a digital presence that builds Maggi brand equity as a contemporary real & authentic brand used by real and authentic chefs and caterers, using web and social media.

This digital programme cleverly shares and syndicates content and promotional initiatives across social channels – Facebook, YouTube, Twitter – and the new brand website.

Rich brand website
The central element of the activity, the new brand website, leads the initiative by focusing on latest trends in cooking and catering, with regularly updated themes, and providing tips from other chefs and business owners. We commissioned fantastic new photography to really build the connection with Real and Authentic chefs, at work in their kitchens.

As well as products, news, tips, and advice, the rich, scrolling site also features a dynamic recipe section that can be filtered by trend, ingredient, product and many more dimensions. The results are presented in a rich visual format, focusing on the rich food imagery.

Social media campaign
A campaign element – Maggi Challenge – forms part of a wider marketing and PR initiative; inviting Chefs to ‘Build a better burger’ – uploading their burger recipe for a chance to win £1,000.

Entry to the competition is via the new Facebook brand page, with video entries from Facebook automatically populating a new YouTube Channel (using YouTube Direct)

View the new site –

Facebook –

YouTube –

Twitter –

Content management via Umbraco

The site, and Facebook app sits on the Umbraco CMS, with technical development being carried out by our partners at Gibe