The Challenge

PING was successful in a competitive pitch to drive the brand’s digital strategy and the implementation thereof. We proposed and created an ambitious digital ecosystem to develop the MAGGI brand presence online, through creating a vibrant and dynamic online community.

The core objectives of the digital strategy were to:

  • Change the way people think of MAGGI by surprising them
  • Broaden their knowledge of the brand and its products
  • Engage people around the “Happiness made Simple” positioning
  • Provide them with easy access to rich, helpful and relevant content

The Solution

We created the MAGGI brand’s first ever website, operating within strict guidelines for this family-favourite blue chip brand. The website and associated assets were designed to bring the brand to life and give people reasons to engage more deeply with the brand – and buy more MAGGI products as a result. We also produced a mobile site to promote new products to consumers while at point of purchase, using scan-able QR codes on-pack.

We designed and created a special Recipe Selector, to inspire people to create new and exciting recipes based around MAGGI products. This allowed people to select an ‘occasion’, nominate a type/genre of cuisine and then input the ingredients they had available, then be presented with a selection of recipes based around their preferences.

We also delivered a number of engaging and immersive digital marketing and media campaigns for new product launches in both Australia and New Zealand.

The multi-channel ecosystem we created for MAGGI included:

  • MAGGI’s first website
  • Mobile site for new product launches
  • Banner ad / rich media campaigns
  • SEM strategy and implementation
  • SEO strategy and implementation
  • Social media community management
  • Video production for website content
  • Recipes database integration

Services Provided

Digital Strategy; UX Strategy; IA; Content Strategy & SEO; Interface Design; Solution Architecture; Development; Copywriting & Content Optimisation; Video Production; Maintenance; Extranet; Account Management

Services Provided


Creative Design



Information Architecture

SEO - SEO Strategy

Sitecore CMS Development

Banner and OTP Creative

Brand Research & Development

CD Production

Content Development

Content Marketing

Content Strategy

Copy edit


Database Management

Interface Design

Digital Strategy


Solution Architecture

Video Production