Maggi Strengthens Brand Connection Through Immersive Activation at Bole Festival 2025
Maggi deepened its bond with consumers at the 2025 Bole Festival in Port Harcourt, creating an experience-driven activation that aligned with the brand’s positioning as Nigeria’s leading seasoning choice.
The Bole Festival has evolved into one of Nigeria’s largest food and culture platforms, offering Maggi an opportunity to engage directly with its core audience in a context that celebrates local culinary heritage. Through its dedicated arena, the brand translated its “Me and Maggi, So Good Together” proposition into a tangible consumer experience.
The Maggi Arena combined cooking demonstrations, product sampling, and interactive cultural activities. Renowned local chefs showcased how Maggi seasoning elevates everyday meals, reinforcing brand relevance in authentic Nigerian cooking. Thousands of festival-goers sampled Maggi-inspired dishes, strengthening product trial and loyalty.
Engagement extended beyond food. Branded installations, live performances, and participatory games drew audiences deeper into the Maggi world, creating multiple consumer touchpoints. The space also encouraged digital engagement, as visitors shared photos and experiences under the Maggi banner across social platforms, amplifying brand visibility.
“Festivals like this provide a powerful opportunity for brands to meet consumers where they are and to demonstrate not just products but values,” said Funmi Osineye, Category Manager, Culinary for Maggi. “For Maggi, that means celebrating Nigerian food culture and reaffirming our role as a trusted partner in the kitchen,”she added.
The event’s success highlighted Maggi’s success in building emotional resonance through cultural integration. By situating itself at the center of a festival rooted in community and food identity, Maggi not only showcased product utility but also positioned itself as a lifestyle brand that nurtures connection.
The activation reflects Nestlé Nigeria’s broader strategy to link consumer experiences with brand purpose, ensuring Maggi maintains its relevance in an evolving market while sustaining its legacy as a household name.
