Creative Idea

Reimagining Nigerian food as a music album

Traditional recipe videos have become stale, failing to engage audiences. To reinvent the experience, we created "Cooking is Music with Maggi," merging Nigeria's top music genres (Amapiano, Afrobeats, Highlife, Afropop) with step-by-step cooking guides. A metaphor for how Maggi spices up the bland. Collaborating with producer Paul Cleverlee and Chef Debbie, we produced full length innovative musical recipes, made from cooking sounds. Launched on YouTube and social media, the campaign sparked hundreds of user-generated cooking videos, increasing engagement. Our goal is to continue building this sonic library, solidifying Maggi's sonic identity in the digital era of reels and TikTok.