Maggi Invites People To “Cook The Difference” And Turn Hope Into A Recipe
Posted on 2020 May,20

With sudden lockdowns across the world, cities, restaurants and roads have emptied – but kitchens have never been fuller, as millions of people are spending a lot more time in their homes than they used to.

It was only natural for Maggi to rise to the occasion, as the brand’s raison d'être ‘Cook the difference’ takes on even more meaning in the eyes and dining rooms of those confined. 

In a moving manifesto that toes the line between being inspirational and paying homage to those who are spending most of their quarantine time in the kitchen, Maggi saw how home cooking has boomed – allowing people to escape, express and literally cook a difference.

Shot by Maggi customers themselves, this authentic and incredibly relatable video features moments we can all see ourselves in, where it just feels right to share some positivity and warmth with the world in a time of global crisis.

Such a video contribute to reminding us that home cooking, beside the fact that it functions as a way to pass the hours and feel productive, has become an outlet for many of us to channel all our fears and anxieties, overcome many of the difficulties that come with such difficult times, and perhaps even help us emerge closer than before.

Credits :

Agency: Publicis Dubai

Client: Maggi/Nestle

Executive Creative Director: Rana Najjar

Creative Director: Mohamed Bareche

Senior Copywriter: Jessica Vanderberg

Senior Arabic Copywriter: Ayman Shehade

Senior Art Director: Noor Akar

Editor: Raef Fawzy

Deputy General Manager: Myrna Khoury

Account manager: Hayat Tabsch

Planning director: Jala Fawaz

Business Executive Officer: Jessy Abdulnour

Senior Brand Manager: Rima Jammal

Senior Brand Manager: Vanessa Mattar

Regional Brand Communication and E-content Manager: Maiada El Shahawy

Brand Manager and Digital Champion: Sima Chamma