Hooper Galton wins £3m Nestlé brief to press on with relaunch of Maggi

Hooper Galton has won the &£3m advertising business for Nestlé FoodServices following a three-way pitch. The account includes the Maggi, Chef, Herta and Nestlé Bakery brands.

The agency’s main task will be to drive the relaunch of the Maggi brand within the division. Maggi was relaunched in April 2005 with a new “Natural Choice” positioning.

The magazine-led campaign, due to break at the start of next year, will focus on Maggi’s range of culinary aids, including bouillon pastes and ready-to-use sauce bases.

The new range sees Maggi changing the format of its products from dehydrated to pastes and sauces. The Maggi brand has been present in Europe since 1884 and has a history of innovation within culinary aids.

Nestlé FoodServices has worked with a number of different agencies on a project basis in the past but it is not known who Hooper Galton pitched against to win the business.

Earlier this year, it emerged that Nestlé was to invest about &£340m in a new fund that aims to increase the company’s product portfolio and production capability by investing in small, entrepreneurial ventures (MW, September 29).

The Nestlé Growth Fund, which will be officially launched in the first quarter of next year, will enable the company to invest in “promising businesses in the science and nutrition fields” and build them into mainstream businesses.