Local brands drive the category with communication emphasising functional benefits (eg taste enhancement, convenience, multi-purpose usage etc) over emotional benefits (eg family pleasure). The opportunity existed for Maggi to develop a positioning with rich emotional resonance.

The consumer mainly uses MSG and have done so for the past 50+ years. Consumers are starting to realize that MSG is not good for them and try to reduce usage, using chicken powder instead. There are other international brands that have re-entered the Myanmar market and establishing themselves for multi-purpose (cooking & marinating) use.

Maggi is an international food brand built on the promise of creating great food moments.

At the intrinsic level, it offers mothers the confidence that they are giving their family the tastiest and healthiest of meals; at an extrinsic level it promises happiness for the whole family.

Maggi needs to launch in Myanmar true to this positioning


Food is inherently local and although research indicates that the Maggi and Nestlé house brands are highly credible, it needs to demonstrate that not only does it understand local Myanmar food and is relevant to the consumers, Maggi has the expertise to back it up.

The global promise needs to be delivered locally.


We need to present Maggi as the international expert in understanding local cuisine and tailoring its products specifically to suit the Myanmar taste. The Maggi heritage of enhancing foods all over the world is now available for the local Myanmar consumer.

The TVC shows the specially formulated product in a bringing happiness to the Myanmar family.

This is then supported by merchandising with banners and flaglines, along with in-store publicity and sampling in modern and traditional trade areas.


After the campaign, trial amongst the urban target exceeded initial projections. Repeat purchase amongst those who tried also increased.

Maggi is now recognized as “most suitable for local dishes” among international brands in the market.