A sizzling new marinade range that speaks the language of today’s Malaysian cooks
In a bold yet intuitive move, Nestlé Malaysia has launched the Maggi Air Fryer-friendly Marinade Series, capitalising on a rapidly growing kitchen trend — the air fryer.
With over 42% of Malaysian households now owning one, the air fryer is no longer a novelty gadget; it’s a daily essential.
And Maggi, with its finger on the pulse of evolving culinary habits, saw an opportunity to be more than just relevant — to be irreplaceable.
This latest innovation marks Malaysia as a global pioneer in launching an air fryer-specific marinade range under the Maggi brand, with four quintessentially local flavours: Ayam Goreng Berempah, Ayam Percik, Black Pepper, and a brand-new Satay variant that’s sure to stir nostalgia and appetite in equal measure.
“As air fryers become a staple in more homes, we’re proud to innovate with solutions that deliver on our promise to make delicious meals even more accessible,” said Juan Aranols, CEO of Nestlé Malaysia.
“This launch reflects our deep bond with Malaysian households and our ongoing commitment to enriching cooking experiences aligned with today’s lifestyles.”
The insight is simple but powerful: Malaysians love their home-cooked meals, but they also face time constraints, juggling careers, parenting, and increasingly digital lifestyles.
The new Maggi “perap” series answers that tension with a culturally resonant and time-saving solution — authentic taste with appliance-friendly convenience.
“Whether you’re a first-time home cook or a seasoned kitchen hero, our air fryer-friendly range helps you serve up traditional flavours with ease,” said Ivy Tan Link Cheh, Business Executive Officer of Maggi Malaysia.
“It’s about simplifying the prep, without simplifying the taste.”
The campaign also subtly repositions Maggi — long seen as a flavour shortcut — as a modern cooking companion, agile enough to embrace today’s appliances without losing sight of its culinary heritage.
It’s a strategy that blends innovation with intimacy, showing that even as kitchen tech evolves, the heart of cooking — bringing people together — remains timeless.
In marketing terms, this is more than product innovation.
It’s cultural adaptation done right.
By responding to real behavioural shifts and anchoring its brand promise in authenticity, Maggi has managed to be both forward-looking and deeply familiar — a rare balance in today’s fast-evolving FMCG landscape.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
