Nestlé Professional has unveiled a new B2B campaign for its Maggi Gravy range, aptly titled 'Kitchen MVP'. The campaign, created by creative agency Connecting Plots, aims to connect with commercial chefs, addressing their challenges such as time pressure, cost issues, and labour shortages.

Maggi Gravy has been a staple in professional kitchens across Australia for 60 years. The campaign portrays Maggi Gravy as a reliable team member in the kitchen, capable of handling challenges and thriving under pressure. The campaign will be rolled out across owned channels, digital and social activity in trade and distributor media, tactical print and trade flyers, and premium display and audio platforms.

"In today's fast-paced commercial kitchens, we know that chefs need people and products they can rely on and trust. Maggi Gravy is an MVP in so many kitchens across the country and this campaign celebrates just that," said Jodi Teasdale, Nestlé Professional Head of Marketing.

The campaign's messaging emphasises the dependability and quality of Maggi Gravy. "In the sea of chaos that is a professional kitchen, star performers are worth their weight in gold. We wanted to demonstrate how Maggi Gravy is the unsung hero and MVP of any kitchen by affording chefs dependable quality that delivers delicious results every single time," said Dan Larcombe, Connecting Plots Group Account Director.

Connecting Plots was appointed as the creative agency for the campaign following a competitive pitch process in March 2024. This marks the first major food service campaign for the Maggi Gravy range in a long time.

"We’ve been working with Nestlé for a number of years, but are thrilled to be working more closely with the Nestlé Professional team. This is the first big food service campaign for the Maggi Gravy range in a long time and hopefully just the start of a much longer term partnership between Connecting Plots and Nestlé’s food service business," said Tom Phillips, CEO & Founding Partner at Connecting Plots.