A story-driven digital experience providing the tastiest and healthiest choices for all times of the day and all stages of life.

Nestlé / Maggi x Publicis Sapient · Design Lead, UI Design, Animation

Maggi Digital Platform

The ask was to bring Maggi’s web experience to the next level by shaping an all-new digital platform for both traditional users and a new generation of cooks.

Project details

Delivering an innovative story and capturing the attention of potential new consumers can be a challenge for a 150+ year old and well established business.

As a first step to better understanding the audiences and the white space available for Maggi, the team undertook an intensive discovery, research and design effort, drawing in inputs from around the Nestlé business, consumers and separate SMEs for the purpose of building a modern, user centred and content-rich platform.

The vision was then brought to life by implementation teams in India and Germany, who addressed themselves to the task of translating strategy, concept, content strategy and design direction into an exciting product.

Re-structuring and transforming the traditionally linear cooking journey also introduced an opportunity to think beyond the ask. The so called ‘Themenwelten’, in which content and recipes are set up as topic specific playlists to encourage users to explore and experience food content in a new way, are just one example showcasing the underlying approach to create greater value and stickiness, while enabling a more robust data capture to support future product and service innovations.

Then again, the ‘Cooking Mode’ enabled users to easily follow each step of a recipe much like an accompanying interactive cookbook – turning the platform into a companion for every meal.

By becoming a key part of the cooking journey, Maggi.de was set to motivate people to cook more often by helping them explore the joy and possibilities of cooking. Its successful relaunch led to the development and roll-out of an enhanced ‘global’ version to regions as diverse as Central and Western Africa, the Middle East and North Africa, the Baltics, Europe and Indochina.