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

CD Production

Content Development

Content Marketing

Content Strategy

Copy edit


Database Management

Interface Design

Digital Strategy


Solution Architecture

Video Production