Digital campaign platform
A music-led recipe idea designed to move naturally across YouTube, social and short-form video.
Work / Maggi
Cooking is music.
Recipe videos people could actually vibe to, turning everyday cooking into rhythm, joy and digital participation.
Maggi wanted to reignite excitement around everyday cooking by making it feel fun, expressive and culturally current for younger audiences.
The work needed to reinforce Maggi as the ingredient that turns routine meals into moments of joy, while creating a format built for YouTube, reels, TikTok and social-first storytelling.
Food culture strategy
Connecting everyday kitchen behaviour with Nigeria's love of Afrobeats, Amapiano, Highlife and Afropop.
Creator collaboration
Working with producer Paul Cleverlee and Chef Debbie to create musical recipes from cooking sounds.
Participation system
A format that invited people to remix, recreate and share their own cooking performances.
The Problem
Recipe videos had become easy to skip
Online cooking content was predictable and repetitive. Cooking was often framed as stressful or routine, making it harder for Maggi to engage younger audiences with everyday meals.
The Insight
Cooking already has rhythm
Chopping, sizzling, stirring and seasoning already create beats in the kitchen. When framed creatively, cooking can feel expressive rather than exhausting.
The Idea
Turn cooking sounds into music
We transformed meals into musical performances, blending step-by-step recipes with popular Nigerian genres so every dish had a beat people could follow and share.
Proof
A digital food platform that put Maggi at the intersection of recipe utility, music culture and participatory content.
Campaign exposure across YouTube, social platforms and digital food culture.
Younger audiences reached with a fresher, more expressive way to see everyday cooking.
Recipe entertainment that earned attention by making cooking sound and feel like music.
Connected experiences
More work from the studio.
