Maggi Targets Airfryer Generation with New Campaign

By: Trademagazin editor Date: 2025. 10. 14. 09:12

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Nestlé Germany has launched a major promotional campaign for its Maggi Airfryer Fixe products, targeting the digitally engaged 18–44 age group.

Running under the slogan “Maggi & Me. So good together,” the campaign will unfold in two waves between October 2025 and February 2026, using a mix of TV ads, online videos, social media content, and influencer collaborations.

The spotlight is on Maggi’s new Airfryer Fixe mixes for chicken, fries, and fajitas, alongside 12 existing products suitable for airfryer cooking. For the first time, Maggi is also advertising on Reddit to reach younger, tech-savvy consumers. A highlight of the campaign will be a TV spot aired during the NFL halftime analysis, while digital billboards in Berlin, Frankfurt, and Munich will support the initiative starting October 13.

Nestlé aims to generate around 630 million gross impressions with this campaign, which responds to the growing popularity of airfryer cooking. The company positions Maggi as a modern, practical kitchen companion for everyday meals. Whether the campaign achieves its goals and resonates with consumers remains to be seen.