Food prices soared in Colombia. Meat and chicken became unaffordable for many families, and Maggi itself had to raise its prices by 25%. Sales dropped.
The obvious answer was a discount. But shoppers had learned not to trust promotions: most of them saved less than 1.6%.
So we offered something no discount could: half a chicken. Collect Maggi packs, trade them in, and take home half a Frisby chicken, the protein families were cutting from their tables.
A promotion that didn't feel like a promotion. It felt like dinner.
Teasers built anticipation before the promo was revealed.
Collect Maggi packs or receipts, trade them in and take home half a Frisby chicken.
38,000 households traded in their Maggi packs. +24% sales in traditional channels and +30 bps in value share.
The promo lived inside Maggi's bigger idea: cooking is a gift we all have, and Maggi helps it turn out great every day.
