Title	MAGGI ADWORDS RECIPES
Brand	NESTLÉ
Product/Service	NESTLÉ MAGGI
Category	C01. Use of Digital Platforms
Entrant	PUBLICIS PIXELPARK Frankfurt am Main, GERMANY
Idea Creation	PUBLICIS PIXELPARK Frankfurt am Main, GERMANY
Media Placement	AD AGENTS Herrenberg, GERMANY
Additional Company	NESTLE DEUTSCHLAND Frankfurt, GERMANY

Name	Company	Position
John Phillips	Publicis Pixelpark	Creative Director
Alphons Conzen	Publicis Pixelpark	Art Director
David Emmer	Publicis Pixelpark	Creative Director
Steffen Bärenfänger	Publicis Pixelpark	Executive Creative Director
Roland Vanoni	Publicis Pixelpark	Chief Creative Officer
Jan Koehler	Publicis Pixelpark	Copywriter
Jan Leister	Publicis Pixelpark	Agency Producer
Julia Layton	Publicis Pixelpark	Account Manager
	ad agents	Media Agency
Franca Herwig	NESTLÉ	Client

The Campaign

MAGGI is Germany's No. 1 food brand for smart and everyday cooking solutions. To prove this we helped thousands of Germans with their daily desperate search for one answer: “What do I cook today / tomorrow / for my kids / etc.” To make the online search as simple as cooking with Maggi, we created “MAGGI AdWords Recipes”. Offering direct answers to the most frequent cooking search phrases by displaying complete recipes directly in Google AdWords. Reinventing the use of a given format and purposely using the limited ad space to convince the customers with quick and easy MAGGI recipes, without clicking a single link. With just one Adword recipe for one single cooking search phrase, we succeeded into 49.500 impressions a month. So each additional Adword recipe for a frequent search phrase helps thousands of people every day with their desperate search.

Creative Execution

We aired MAGGI´s recipes on most frequent search phrases like "What do I cook", "What do I cook tomorrow" etc., counting 1,250 searches every minute in Germany, by using Goggle AdWords during a period of 4 weeks.

With just one Adword Recipe for one single cooking search phrase in Germany, we succeeded to generate 49,500 impressions per month. So each additional Adword Recipe for a frequent search phrase helps more than thousands of people every day with their desperate search, proving that MAGGI is the No. 1 German food brand when it comes to smart and everyday cooking solutions. Shifting the perception of MAGGI as a brand by transforming their cooking smartness into the online world helps people not only in their everyday offline but also their online lives. We put a stop to endless browsing on the internet for an answer to a specific question by solving a problem within the existing behavior.

MAGGI started by looking at people’s needs and behaviors. Next MAGGI screened already existing media formats that are used by the target group and checked if they could be used in a smarter way. The result: The all new ‘MAGGI AdWords Recipes’ use existing media in a new and much smarter way by reinventing the use of Google AdWords.

Insights, Strategy and the Idea

From teenagers to mothers that search for recipes and inspirations online every day, our specific aim was to offer them the fastest possible answer to their search for recipes and thereby also reminding them of MAGGI as being Germany's No. 1 food brand when it comes to smart and everyday cooking solutions. Media was planned based on the most common search phrases. Maggi did this by reinventing the use of AdWords and purposely using the limited ad space to convince with quick and easy MAGGI recipes, without clicking a single link.