MAGGI has unveiled rising music sensation Qing Madi as the face of its latest campaign, “Me & MAGGI, So Good Together,” which marks a bold step in the brand’s journey to deepening its connection with the New Nigerian Generation.
The event which was held at Nestlé Nigeria’s Head Office in Lagos, signals an evolution in how MAGGI shows up in the lives of younger consumers, not just as a trusted kitchen staple, but as part of the moments, emotions, and shared experiences that define today’s culture.
Speaking at the unveiling, Category Manager, Culinary/MAGGI, Nestlé Nigeria Funmi Osineye said: “Food is evolving, and so are the ways people connect with it. Today, it’s not just about cooking; it’s about expression, vibes, and identity.
A new generation is turning everyday meals into moments they create, remix, and share. MAGGI has always been part of that journey; from our parents’ kitchens to our own quick meals, and now as part of the culture shaping everyday creativity.
As we tell this new story, it is important to partner with a voice that truly represents this generation. Qing Madi brings that authenticity, her world, her sound, and her connection with young people make her a natural fit for MAGGI today”, she said.
At the heart of the campaign is a simple idea: the best moments often happen in the most familiar places, around food, with people who matter. Through “Me & MAGGI: So Good Together”, the brand captures these moments in a way that is relatable, expressive, and culturally resonant.
Sharing her excitement about the collaboration, Qing Madi said: “This partnership means a lot to me, not just personally, but for my generation. We’re expressing ourselves in new ways, even through things like food and cooking, not because we have to, but because we enjoy it. Being part of a campaign like this and seeing a brand like MAGGI create space for that, feels really special. I’m excited to be part of something that reflects who we are and how we connect today”, she said.
To bring the campaign to life, the unveiling event was designed as an intimate watch party, a relaxed, at-home experience inspired by Qing Madi’s world.
Guests, including close friends, media and lifestyle influencers, stepped into a space where food, music, and culture came together seamlessly.
The experience featured three immersive zones; a Content Tunnel, a Music and Culture Lounge, and a Photo Studio, each designed to reflect how young people create, connect, and share moments today.
Building on the success of its “Taste of Christmas” campaign which blended food, music, and emotion, MAGGI continues to evolve its storytelling to reflect how people connect today: through shared experiences that feel real, personal, and culturally relevant.
With this campaign, MAGGI continues to build on its legacy while embracing new expressions of culture, ensuring it remains a brand that resonates across generations, familiar, yet evolving with the times.
Nestlé Nigeria is one of the largest food and beverage companies in Africa. The Company’s purpose is to unlock the power of food to enhance quality of life for everyone today and for generations to come.
For over 62 years of its operation in Nigeria, Nestlé has delighted consumers around Nigeria by consistently delivering high quality nutritious food and beverages under its iconic brands: MAGGI, MILO, GOLDEN MORN, NESTLÉ PURELIFE, CERELAC, NESCAFÉ and NIDO.
With 3 manufacturing sites, 7 branch offices and a head office located in Lagos, Nestlé Nigeria is a force for good, helping to improve the wellbeing and livelihood of individuals and families to build thriving communities while taking action to protect the planet.
