Maggi is a well-known brand in Germany and has a place in nearly every kitchen. While Maggi is a known and respected brand by older people, it is not popular with a younger age group.

In 2007 we celebrated the 120th birthday of Maggi. The little brown Maggi bottle makes every soup taste better. Therefore we created an image building commercial in an unexpected and charming way, more humorous than Maggi has ever been before. It is based on an old German tale everybody is familiar with and the well-known fact that this product can make everything taste better.