Plus Maggi

Role:
Chief Creative Officer, Gaming Specialist

Video games often feature realistic cooking mechanics where players gather ingredients to create delicious in-game dishes. Some have become so iconic that fans try recreating them in real life, mimicking the same steps with real ingredients. When gamers try to recreate these dishes, they soon realize many in-game ingredients don’t even exist in the real world!

That’s where Maggi stepped in, adding real-world flavor and winning over the growing gaming audience. Gamers discovered they didn’t need magical items – just our own brand of real-world magic: Maggi Magic Seasoning, to bring authentic flavor. We extracted data from gaming and cooking communities to find the most requested video game dishes, then brought them to life in our very own Maggi Test Kitchens – using fresh ingredients plus Maggi Magic seasoning. Each was “Maggi-fied” with a new real-world name and featured on our official recipe site, alongside Filipino staples like the Adobo!

1.1M fully organic engagements, fueled by gaming KOLs who gained brand-new real-world skills: now the benchmark for a gaming + cooking campaign. Above all, Maggi claimed the gaming space – transforming a traditional icon into a brand that now truly matters to gamers.