By Chioma Obinna

To strengthen its appeal among younger consumers, seasoning giant MAGGI has enlisted fast-rising Nigerian music star Qing Madi as the face of its new campaign, “Me & MAGGI, So Good Together.”
The initiative, unveiled by Nestlé Nigeria in Lagos, underscores the brand’s strategic pivot toward Gen Z audiences, reflecting shifting consumer lifestyles where food, creativity and digital culture intersect.
Organisers said the campaign marks an evolution in MAGGI’s storytelling, positioning the brand not only as a kitchen staple but as a cultural companion woven into the everyday experiences, emotions and expressions of young Nigerians.
Speaking at the event, Category Manager, Culinary, Nestlé Nigeria, Funmi Osineye, said the brand is adapting to changing consumer behaviour driven by Gen Z.
“Food is evolving, and so are the ways people connect with it. Today, it’s not just about cooking; it’s about expression, vibes, and identity,” she said.
“A new generation is turning everyday meals into moments they create, remix, and share. MAGGI has always been part of that journey—from our parents’ kitchens to our own quick meals, and now as part of the culture shaping everyday creativity.”
She explained that the choice of Qing Madi reflects the brand’s desire to align with voices that resonate strongly with young people.
“As we tell this new story, it was important to partner with a voice that truly represents this generation. Qing Madi brings that authenticity—her world, her sound, and her connection with young people make her a natural fit for MAGGI today,” Osineye added.
The campaign builds on the success of MAGGI’s previous “Taste of Christmas” initiative, expanding its storytelling approach to reflect how people connect through shared, relatable, and culturally relevant experiences.
At the heart of the campaign, the company noted, is the idea that meaningful moments often happen in simple, familiar settings, especially around food and with people who matter.
Sharing her excitement, Qing Madi described the partnership as both personal and generational.
“This partnership means a lot to me—not just personally, but for my generation. We’re expressing ourselves in new ways, even through things like food and cooking, not because we have to, but because we enjoy it,” she said.
“Being part of a campaign like this and seeing a brand like MAGGI create space for that feels really special. I’m excited to be part of something that reflects who we are and how we connect today.”
The unveiling event featured an immersive, youth-inspired experience designed to reflect Qing Madi’s creative world. Guests, including media and lifestyle influencers, explored themed spaces blending food, music, and culture in an interactive setting.
With the new campaign, Nestlé Nigeria said it aims to reinforce MAGGI’s legacy while embracing evolving cultural expressions, ensuring the brand remains relevant across generations.