By Constance Adaurie
Nestlé Nigeria Plc has unveiled a consumer reward campaign featuring 12 brand-new SUVs, cash prizes that will make 60 Nigerians millionaires, and household appliances as part of activities marking the 60th anniversary of its MAGGI brand in Nigeria.
The promotion, tagged MAGGI-NIFICENT Text and Win, which commenced on November 1 and runs until December 31, 2026, is designed to reward consumers for their loyalty to the seasoning brand over the years.
The Managing Director and Chief Executive Officer of Nestlé Nigeria, Wassim Elhusseini, announced the initiative at the MAGGI @60 Media Soirée, where he described the anniversary as a celebration of the relationship the brand has built with Nigerian consumers over six decades.
According to him, MAGGI’s journey goes beyond the number of years it has spent in the market, reflecting its enduring presence in Nigerian kitchens, family meals and special occasions.
“For six decades, MAGGI has been part of Nigerian kitchens, meals and memories. It is a brand that many Nigerians grew up with and carry into their homes and families,” he said.
Elhusseini noted that the brand had continued to evolve in response to changing consumer needs through product improvements and new offerings that reflect the country’s changing cooking and eating habits.
He also highlighted Nestlé’s investments in local manufacturing, citing the company’s facility in Agbara, established in 1995, and its Flowergate factory, which commenced operations in 2011.
He said the investments had helped develop local technical expertise, create employment opportunities and strengthen the company’s capacity to serve Nigerian consumers.
The Nestlé chief executive further acknowledged the contributions of farmers, factory workers, suppliers, transporters, distributors and retailers to MAGGI’s growth, describing them as an important part of the economic ecosystem sustained by the brand.
Speaking on the anniversary activities, Funmi Osineye, Category and Marketing Manager for Culinary (MAGGI) at Nestlé Nigeria, said the milestone was an opportunity to recognise the people who had contributed to the brand’s success.
Osineye disclosed that 15 of the brand’s top distributors had been rewarded with an all-expense-paid seven-day trip to Cairo, Egypt, in recognition of their commitment and contributions over the years.
She said the consumer promotion was another major part of the celebration, providing Nigerians with an opportunity to win valuable prizes.
Under the promotion, consumers who purchase eligible MAGGI Star Single Cube, MAGGI Star Double Cube and MAGGI Chicken packs can participate by checking inside the packs for unique promotional codes.
According to the Category Development Manager for MAGGI, Ifeoluwa Seyi-Obembe, participants can enter by dialling 80113# and following the prompts or scanning the QR code provided on the promotional packs.
She explained that while some prizes would be won instantly, others, including the major cash prizes and household appliances, would be awarded through periodic draws.
Osineye said the promotion would feature 12 brand-new SUVs, alongside airtime, household appliances and cash prizes, including ₦1 million and ₦500,000 rewards.
She expressed confidence that all 12 vehicles would be won before the promotion ended, adding that the campaign was nationwide and not restricted to Lagos.
Beyond the promotional activities, Osineye revealed that Nestlé had also produced a special documentary chronicling MAGGI’s 60-year journey in Nigeria.
She said the documentary captures the experiences of farmers, distributors, consumers, creators and individuals who have contributed to the brand’s development, including its first marketing manager.
According to her, the documentary serves as a tribute to the people whose contributions have helped establish MAGGI as a household name in Nigeria.
She added that the brand remained committed to maintaining consumer trust, delivering quality products and continuing to bring flavour and goodness to meals across the country.
As MAGGI celebrates six decades in Nigeria, the company said it was looking forward to strengthening its relationship with consumers and other partners while building on the brand’s legacy of flavour, goodness and togetherness.
