Cooking daily remains a challenge for many, especially during Ramadan. MAGGI understands this and is leveraging technology like Amazon’s Alexa to make cooking during Ramadan easier.
This innovative approach aligns seamlessly with MAGGI’s commitment to meeting the evolving needs of their audience and enhancing their cooking experience while also fostering a deeper engagement and connection with their brand, especially during Ramadan.
Collaborating with Zenith, a Publicis Groupe Middle East agency, MAGGI aims to enrich lives through food. Campaign Middle East spoke with Jessy Abdulnour: Food MENA – Business Executive Officer, Nestle and Maiada El Shahawy: Food MENA – Senior Digital Communication Manager, Nestle.
HOW HAVE YOU SEEN RAMADAN CHANGE OVER THE PAST 5 YEARS?
Jessy: In the past 5 years, we have witnessed a remarkable transformation in the way Ramadan is experienced, largely influenced by the increasing role of digital technology. From virtual iftars to social media campaigns, technology has become an integral part of Ramadan observance.
In response, our brand strategy has evolved to embrace and leverage these digital platforms and establish deeper connections with our audience. We have implemented targeted social media advertising, interactive methods for recipe sharing and cooking tips, and even virtual cooking tips and classes to engage with consumers in a meaningful way during this holy month.
By integrating these digital elements, we have been able to remain relevant, enhance accessibility, and create more personalised experiences for our consumers. This, in turn, has strengthened our brand presence during Ramadan.
HOW DO YOU THINK TECH WILL IMPACT FUTURE RAMADANS AND HOW SHOULD BRANDS REACT?
Maiada: Technology will continue to play a significant role in shaping future Ramadans, with innovations likely to further influence how people observe and celebrate the holy month. In light of this, it is important for brands to anticipate these changes and embrace emerging technologies to enhance the Ramadan experience for consumers.
One way to achieve this is by leveraging Augmented Reality to create immersive and interactive experiences that bring the spirit of Ramadan to life. Additionally, developing AI-driven apps for personalised fasting schedules can provide individuals with tailored guidance and support throughout the month. By staying ahead of technological trends and offering innovative solutions, brands can deepen their engagement with consumers and foster meaningful connections during Ramadan and beyond.
IF YOU HAD ONE PIECE OF ADVICE ON HOW TO CONNECT WITH AN AUDIENCE, WHAT WOULD IT BE?
Jessy: Maintain a personal touch. Take the time to understand the needs, values and aspirations of your audience during this busy period. Tailor your message to resonate with them on a deeper level. By forging authentic connections and offering meaningful solutions, you can rise above the noise and create a lasting impact.
Maiada: MAGGI values consumer trust and brand authenticity above all. We use data-driven insights responsibly to enhance our digital communication during Ramadan, ensuring that every interaction resonates authentically with our audience while respecting their privacy and preferences.
IN WHAT WAYS WILL VOICE-ACTIVATED ASSISTANTS ENHANCE MAGGI’S RAMADAN RECIPES?
Maiada: Voice-activated assistants like Alexa and visual cues offer exciting opportunities to make MAGGI’s Ramadan recipes more accessible and convenient for consumers. By integrating with these technologies, we anticipate providing hands-free access to recipes and step-by-step cooking instructions.
Even personalised recommendations, simplifying the cooking process and enhancing the overall culinary experience during Ramadan.
HOW DOES MAGGI ENSURE THAT ITS DIGITAL COMMUNICATION STRATEGIES RESONATE WITH DIVERSE CULINARY PREFERENCES?
Jessy: MAGGI prioritises personalisation and authenticity in its digital communication strategies during Ramadan by embracing the diverse cultural and culinary preferences of our audience. We achieve this by deeply understanding our consumers through data analytics, allowing us to tailor our content to regional tastes and preferences.
We collaborate with local creators/influencers with culinary experts to ensure our recipes and messaging resonate authentically with each community, fostering a deeper connection with our audience during this special time.
