With such high viewership in the Middle East and North African region, (Saudi Arabia ranks first globally), YouTube was the perfect platform for Maggi Diaries to showcase how its brand goes beyond the kitchen while providing a source of culinary inspiration for Arab women seeking to know more, do more, and give more to their families.

Through the story of four women traveling across the Middle East looking for new discoveries to inspire everyday cooking, the campaign utilised long-form video content and storytelling to connect and engage with the Maggi target audience at a deeper level. Viewers were able to follow the women on their journey, download recipes, and access video content through a unique custom gadget on the Maggi Arabia YouTube channel.