Maggi Brings Nigeria’s Culinary Heritage to Life at Bole Festival 2025
Maggi strengthened its connection with consumers during the 2025 Bole Festival in Port Harcourt by delivering an immersive, experience-driven activation that underscored its position as Nigeria’s premier seasoning brand.
As one of Nigeria’s largest food and cultural festivals, the Bole Festival provided Maggi with a prime platform to engage directly with its target audience in a setting that celebrates local culinary traditions. The brand brought its “Me and Maggi, So Good Together” message to life through an interactive consumer experience.
At the heart of the festival, the Maggi Arena featured live cooking demonstrations by renowned local chefs, product tastings, and cultural activities designed to showcase how Maggi seasoning enhances everyday Nigerian dishes. Thousands of festival attendees sampled Maggi-inspired recipes, fostering product trial and strengthening loyalty.
Beyond culinary displays, the activation included branded installations, live performances, and interactive games that drew festival-goers further into the Maggi brand universe. Digital engagement was also a key component, with visitors sharing photos and experiences on social media under the Maggi banner, boosting the brand’s visibility across platforms.
“Festivals like this offer a unique opportunity for brands to connect authentically with consumers and showcase shared values,” said Funmi Osineye, Category Manager, Culinary at Maggi. “For Maggi, that means celebrating Nigerian food culture and reaffirming our role as a trusted partner in the kitchen,” she added.
The event’s success demonstrated Maggi’s ability to build emotional bonds through cultural integration. By positioning itself at the heart of a community-centered festival rooted in food and culture, Maggi not only highlighted its product utility but also reinforced its identity as a lifestyle brand that fosters genuine connections.
This activation aligns with Nestlé Nigeria’s broader strategy to create meaningful consumer experiences that reflect the brand’s purpose, ensuring Maggi remains relevant in a dynamic market while preserving its legacy as a household staple.