Maggi Thailand - Spectrum Sauce Launch

Challenge

Maggi wanted to launch its new Spectrum range of sauces in a way that truly resonated with Thai families—especially moms who bring warmth and creativity to home cooking. The challenge was to move beyond taste and highlight the sensory joy Maggi adds to everyday meals, capturing the emotional connection between food, family, and the home.

Sollution

We built the campaign around the idea of aroma—the unmistakable sign of delicious home cooking. In Thai, “Hom” means aroma, so we turned this insight into a playful and memorable campaign theme. Centered on a catchy jingle built around the word Hom, the campaign celebrated the freshness and irresistible aroma Maggi brings to every kitchen—turning an everyday moment into a sensory experience that lingers.