INSTANT noodle brand Mi Maggi celebrated 51 years with Malaysians through its annual “Maggi Sah Malaysia!” campaign.
Nestle (M) Bhd chief executive officer Juan Aranols said the campaign themed “Kembara DuniaKu Bersama Maggi” celebrated the richness and heritage of Maggi creations from home to food outlets.
“It also pays tribute to the culinary creativity of warung, mamak stalls and food trucks nationwide that form the colourful fabric of Malaysian life.
“Maggi Sah Malaysia!, in its third year, aims to bring out the best in Malaysian food culture – of eating together and connecting with one another at local eateries with their favourite Maggi dish,” said Aranols during the campaign grand finale and on-ground fiesta at Malaysia Tourism Centre (Matic) in Kuala Lumpur.
“Many food operators were hard-hit during the Covid-19 pandemic.
“But now with more Malaysians eating out and socialising again, this campaign aims to celebrate their unique and viral Mi Maggi creations,” he added.
Also present were Nestle Malaysia and Singapore sales executive director Chew Soi Ping, Nestle (M) Maggi business executive officer Geetha Balakrishna and professional business division business executive officer Yit Woon Lai.
Through the Kembara DuniaKu Maggi Sah Malaysia! travelogue hosted by Maggi ambassador Sheila Rusly, Maggi CukupRasa ambassador Datin Paduka Eina Azman and Maggi Pedas Giler ambassador MK K-Clique, the brand tracked down 12 local eateries to capture their viral Maggi recipes.
At the grand finale, these food operators each received a plaque in recognition of their Malaysian-endorsed signature Maggi dish.
The viral recipes went on to inspire eight other finalists of the ResipiKu KreaktifKu online challenge to bag cash prizes totalling RM10,000.
In addition, 12 Maggi consumers competed for three grand prizes of RM5,000 cash in the ResipiKu DuniaKu “live” cook-off.
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