Mi MAGGI celebrated 51 years of history with Malaysians through its annual MAGGI SAH Malaysia!, campaign, which was organised in conjunction with Malaysia’s 65th Independence Day as well as the 59th Malaysia Day recently.
The campaign reached its culmination via a Grand Finale and on ground fiesta celebration as MAGGI‘s biggest event of the year, held today at the architectural and historical landmark of the Malaysia Tourism Centre (MaTiC).
Introduced in Malaysia in 1971, Mi MAGGI has since been a Malaysian favourite, from a hearty bowl of MAGGI Soup noodles at home to a plate of MAGGI Mi Goreng at the restaurant.
Speaking at the media event today, Juan Aranols, CEO of Nestle (Malaysia) Berhad said that the MAGGI SAH Malaysia! campaign themed Kembara DuniaKu Bersama MAGGI celebrates the richness and heritage of MAGGI creations from home to food outlets, paying tribute to the culinary creativity of warungs, mamak stalls and food trucks nationwide, all of which form the colourful fabric of Malaysian lifestyle.
“MAGGI SAH Malaysia!, into its third year, aims to bring out the best of Malaysian food culture – of eating together and connecting with one another at the local eateries with their favourite MAGGI dish. Many food operators were hard hit during the COVID-19 pandemic but now with more Malaysians eating out and socialising again as normalcy resumed, this campaign aims to celebrate their unique and viral Mi MAGGI creations!” said Juan.
Through the Kembara DuniaKu MAGGI, SAH Malaysia! travelogue hosted by MAGGI Ambassador Sheila Rusly, MAGGI CukupRasa Ambassador, Datin Paduka Eina Azman and MAGGI Pedas Giler Ambassador MK K-Clique, MAGGI tracked down 12 local warungs and eateries nationwide to capture their viral MAGGI recipes. These food operators were presented with a MAGGI SAH Malaysia! plaque today in recognition of their Malaysian-endorsed signature MAGGI dish.
These viral recipes went on to inspire other food operators to submit their own creative MAGGI recipes through the ResipiKu KreaktifKu online challenge. The 8 finalists today will vie for total cash prizes of RM10,000.
The MAGGI SAH Malaysia! campaign also celebrates the creativity of consumers through the ResipiKu DuniaKu challenge, culminating in today’s “live” cook-off session where 12 consumer finalists vie for three Grand Prizes of RM5,000 cash prizes each.
At the event today, honorary plaques were also accorded to the Persatuan Pengusaha Restoran Muslim Malaysia (PRESMA) and Persatuan Pengusaha Restoran India, Malaysia (PRIMAS) in recognition of their contributions and efforts in regulating and revitalising the food operators’ businesses in Malaysia in the new normal, and for their long-standing support for MAGGI by their members comprising over 4,500 and 1,500 vendors in PRESMA and PRIMAS, respectively.
Ms. Geetha Balakrishna, Business Executive Officer of MAGGI, Nestle (Malaysia) Berhad acknowledged that Malaysian food operators have journeyed for decades with MAGGI, similarly with our diverse consumers across all walks of life who continue to enjoy MAGGI good food moments while creating warm, memorable connections. MAGGI® SAH Malaysia! is a celebration of the long-standing relationship with Malaysians.
“In line with the spirit of “You and MAGGI, Cook The Difference”, we aim to inspire and encourage Malaysians to make a difference through cooking – be it for themselves, for their loved ones at home or sustaining their food businesses through creating ‘eureka’ moments with crowd-pulling MAGGI dishes,” quipped Geetha.
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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.
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