Nestle’s MAGGI® brand of instant noodles celebrated 51 years of history with Malaysians through its annual MAGGI® SAH Malaysia!, campaign, which was also organised in conjunction with Malaysia’s 65th Independence Day.
Introduced in Malaysia in 1971, Mi MAGGI® has since been a Malaysian favourite, from a hearty bowl of MAGGI® soup noodles at home to a plate of MAGGI® Mi Goreng at the restaurant.
Juan Aranols, CEO of Nestle (Malaysia) Bhd said that the MAGGI® SAH Malaysia! campaign themed ‘Kembara DuniaKu Bersama MAGGI®’ celebrates the richness and heritage of MAGGI® creations from home to food outlets, paying tribute to the culinary creativity of traditional stores like warungs, mamak stalls and food trucks nationwide, all of which form the colourful fabric of Malaysian lifestyle.
MAGGI® SAH Malaysia! is in its 3rd year as it aims to bring out the best of Malaysian food culture of eating together and connecting with one another at the local eateries with their favourite MAGGI® dish. “Many food operators were hard hit during the COVID-19 pandemic but now with more Malaysians eating out and socialising again as normalcy resumed, this campaign aims to celebrate their unique and viral Mi MAGGI® creations!,” said Juan.
In this campaign, MAGGI® ambassadors tracked down 12 local warungs and eateries nationwide to capture their viral MAGGI® recipes. These food operators were then presented with a MAGGI® SAH Malaysia! plaque in recognition of their Malaysian-endorsed signature MAGGI® dish. These viral recipes went on to inspire other food operators to submit their own creative MAGGI® recipes through the ResipiKu KreaktifKu online challenge, with the winner stand to win RM10,000 (US$2,200).
The MAGGI® SAH Malaysia! campaign also celebrates the creativity of consumers through the ResipiKu DuniaKu challenge where the final 12 consumers selected will vie for 3 Grand Prizes of RM5,000 (US$1,100) each.
MAGGI® from Nestle is a recognised global brand that has become a household name in Malaysia. Its core mission is to create good-food moments that bring families closer together.
