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Maggi / Landing Page

Every year, Maggi holds the highly anticipated ‘Mercadazo Maggi’ promotion, which is widely recognized by Colombians. Aimed at boosting its product lines, the campaign offers participants the chance to win a complete monthly grocery shopping in exchange for Maggi product sachets. Consumers often accumulate sachets throughout the year, knowing they can exchange them for a shopping spree. In each edition, the brand uses an integrated communication strategy, covering traditional advertising at points of sale, as well as radio, TV, and digital media.

Challenge & Solution

2020 was a challenging year worldwide. In this context, the promotion had to adapt its strategy exclusively to digital media. The exchange points, which had previously been authorized locations of Servientrega, a Maggi delivery partner, now delivered the groceries directly to consumers’ doors. Thus, the landing page not only had to present the promotion’s dynamics but also serve as a connection channel with the delivery service.

Final Result

No one imagines facing a global health crisis during the launch of a project. However, 2020 proved to be a challenging year. With the landing page, WhatsApp, and the Servientrega delivery network, consumers didn’t depend on physical spaces or face-to-face interactions to take advantage of the benefits on offer. By exchanging sachets for a complete grocery shopping, Maggi helped mitigate the impacts of the crisis for those facing financial difficulties. In the context of the pandemic, that year’s promotion recorded the highest participation in its history.

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