Soup is a quintessential culinary tradition in the Caribbean – everyone has their own twist to the traditional soups, but most importantly soup is one of the most affordable and nutritious meals.
With the recent downturn in the economy Nestlé sought to provide a healthy and nutritious way to “tighten your belt” with MAGGI® soup. The campaign – The Art of Soup, aimed to educate citizens about the benefits of soup as an affordable, nutritious and quick solution to everyday meals.
The campaign would become Nestlé’s first ever online web series to feature young chefs and their signature soups gaining over 80,000 views within the first week of release reaching over 300,000 people on social media. The webisodes were launched weekly on Facebook and promoted via paid media on the Google Display Network, Youtube, Facebook and Instagram.
User participation increased by over 30% across all campaign content with online discussion across the Caribbean on the many unique ways soup is made and enjoyed. The overall campaign increased fan engagement, contributed to an increase in followers and positive sentiment around MAGGI® Soup Products.
The young chefs were able to attract a younger audience and gave them the platform to showcase their skills with three of the four chefs being offered new positions at leading restaurants and culinary companies in Trinidad. The online campaign drastically increased overall reach, increased fan growth on the MAGGI® social media pages and positioned the brand as youthful, relevant and a leader in culinary excellence across the Caribbean.