Nestlé brings Maggi Cooking Studio to social media

Nestlé Deutschland AG has initiated a new social media campaign titled "MAGGI Kochstudio Unterwegs" (Maggi Cooking Studio On The Go), designed to bridge cooking, challenges, and community interaction within the digital space.

The campaign features the traditional MAGGI brand, reimagined through a collaboration with popular creator duo Niklas and Greta. The initiative aims to present MAGGI as a modern and sustainable food brand, directly engaging with the community's everyday life. Other Nestlé brands like KitKat and Nescafé are also featured.

In a series of six episodes shared across TikTok, Instagram, and YouTube, Niklas and Greta will take their audience into their kitchen. The narrative begins with a social media challenge lost by Niklas, requiring him to cook for Greta, which sparks the arrival of the "MAGGI Cooking Studio" with recipe ideas and food hacks. The content covers topics such as airfryer cooking, sustainable tomato cultivation, and creative ways to use leftovers.

The campaign will run for eight weeks, with paid promotion on Nestlé's official channels and organic content on the creators' platforms. Nestlé is targeting younger consumers interested in food trends, sustainability, and social media entertainment. A key component is a contest offering winners a chance to meet Niklas and Greta for a live cooking session at the MAGGI Cooking Studio in Frankfurt.

According to Michael Gassert, Head of Marketing Food DACH at Nestlé Deutschland, the campaign strengthens Maggi's position and demonstrates how sustainability and innovation can be effectively communicated to younger demographics, contributing to long-term brand growth and market differentiation.