Maggi, a seasoning brand of Nestlé Nigeria, has unveiled fast-rising music act, Qing Madi as the face of its latest consumer campaign targeted at younger Nigerians.

The unveiling, held at the company’s head office in Lagos and signals a strategic shift in the brand’s engagement with its market, particularly among Gen Z consumers.

The campaign, titled “Me & MAGGI, So Good Together,” is part of efforts to reposition the brand beyond its traditional role as a household cooking product.

The company noted that the move reflects a broader trend in the fast-moving consumer goods (FMCG) sector, where brands are increasingly aligning with youth culture, entertainment, and digital content to remain relevant.

“Today’s generation doesn’t just eat, they create, remix, and share. From quick meals to content moments, food has become a powerful form of self-expression, and Gen Z continues to redefine it as culture. For MAGGI, this evolution is both familiar and exciting,” the company stated.

The latest campaign builds on MAGGI’s previous “Taste of Christmas” initiative, which integrated food, music and emotion-themed content as part of its consumer engagement strategy.

The company stated that MAGGI continues to evolve its storytelling to reflect how people connect today: through shared experiences that feel real, personal, and culturally relevant.

Speaking at the unveiling, Category Manager for Culinary at MAGGI, Nestlé Nigeria, Funmi Osineye highlighted the changing relationship between people and food, noting that it has gone beyond mere preparation to become a form of expression and identity.

Osineye explained that a new generation is redefining everyday meals, transforming them into creative experiences that are shared and personalized.

She observed that MAGGI has remained a constant presence throughout this evolution—from traditional family kitchens to the fast-paced meals of today—and is now embedded in a culture that celebrates everyday creativity.

As the brand embraces this new narrative, Osineye emphasised the importance of collaborating with a figure who genuinely

“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,” she stated.

Sharing her excitement about the collaboration, Qing Madi described the partnership as deeply meaningful, both on a personal level and for her generation.

She noted that young people today are embracing new forms of self-expression, including through food and cooking, not out of necessity but as a source of enjoyment and creativity.

She added that being involved in the campaign is particularly significant, as it reflects a shift in how her generation connects and shares experiences.

According to her, it is encouraging to see a brand like MAGGI creating room for this kind of expression, making the initiative feel authentic and relatable.

She said she is proud to be part of a project that captures the identity and evolving lifestyle of young people today.