Maggi KariAustralia Launch Creative & Campaign IdeaComms StrategyContent & ConnectionsSocial & InfluencerPR & Earned
Instant noodles have been a pantry staple in Australia for decades. Yet, despite a growing portfolio of Asian-inspired flavours, in Australia, Maggi is most well known for its mainstream flavours, like chicken and beef. But in countries like Malaysia, Maggi Kari’s curry flavoured noodles hold cult status and are a national favourite, found in +66% of homes. To leverage this, we launched Malaysia’s most loved noodle in Australia, with an earned-led campaign that fused food, culture and flavour credibility. At the heart of the campaign was a one-night-only foodie experience, featuring $3 hawker-style noodles at one-hatted Ho Jiak Town Hall, in collaboration with award-winning Malaysian chef Junda Khoo. The event sold out in under 24 hours with extra sittings quickly added to meet demand.
The campaign tapped into the rising subculture of instant noodle lovers hungry for the real deal, with influencers partnerships including @dimsimlim, @anniesbucketlist, @sydneyfoodboy and @2hungryguys. Beyond the event, to help Aussies elevate their 2-minute noodle game, earned media and influencers took inspiration from Junda’s spicy curry noodles to recreate recipes from the sold-out event at home.
