MAGGI has unveiled rising Nigerian music star Qing Madi as the face of its new “Me & MAGGI, So Good Together” campaign, in a move designed to strengthen its appeal among younger consumers.

The campaign was launched at the Lagos head office of Nestlé Nigeria, signalling a shift in how the brand positions itself not just as a kitchen staple, but as part of everyday cultural expression.

Why it matters

Nigeria’s fast-growing youth population is reshaping how brands engage with food, lifestyle and identity.

For many Gen Z consumers, food is no longer just about eating — it is also about creativity, social sharing and personal expression.

MAGGI’s latest campaign reflects that shift, blending food with music and storytelling to stay relevant in a highly competitive market.

‘Food is now about expression’

Speaking at the unveiling, Funmi Osineye, Category Manager for Culinary/MAGGI at Nestlé Nigeria, said the campaign reflects changing consumer behaviour.

“Food is evolving, and so are the ways people connect with it. Today, it’s not just about cooking; it’s about expression, vibes, and identity.”

She added that younger Nigerians are transforming everyday meals into creative experiences.

“MAGGI has always been part of that journey; from our parents’ kitchens to our own quick meals, and now as part of the culture shaping everyday creativity.”

Osineye said Qing Madi was chosen for her authenticity and connection with young audiences.

“Her world, her sound, and her connection with young people make her a natural fit for MAGGI today.”

Qing Madi: ‘This reflects who we are’

Qing Madi described the partnership as meaningful for her generation, highlighting how young people are redefining everyday experiences.

“We’re expressing ourselves in new ways, even through things like food and cooking, not because we have to, but because we enjoy it.”

“Being part of a campaign like this and seeing a brand like MAGGI create space for that feels really special.”

Inside the campaign experience

The unveiling event was designed as an intimate, lifestyle-driven experience, reflecting the campaign’s focus on culture and connection.

Guests including media and influencers explored themed spaces such as:

A Content Tunnel

A Music and Culture Lounge

A Photo Studio

Each zone highlighted how food, music and digital culture intersect in the lives of young Nigerians.

Industry perspective

Marketing analysts say brands in Nigeria are increasingly turning to entertainment and influencer culture to stay relevant.

By partnering with a fast-rising artist like Qing Madi, MAGGI is aligning itself with youth trends, where authenticity and relatability often drive consumer loyalty.

This approach mirrors a broader shift in advertising, where storytelling and shared experiences are replacing traditional product-focused messaging.

What’s next

MAGGI says the campaign will continue to roll out across digital platforms, with a focus on user-generated content and audience participation.

The company hopes the initiative will reinforce its position as a household brand while connecting with a new generation of consumers.

About Nestlé Nigeria

Nestlé Nigeria is one of Africa’s largest food and beverage companies, with over six decades of operations in Nigeria.

Its brands include MAGGI, MILO, GOLDEN MORN, NESTLÉ PURELIFE, CERELAC, NESCAFÉ and NIDO.

The The Future Awards Africa Independent (TFAAi) has opened nominations for its first-ever edition, targeting grassroots changemakers in Abia State, Kano State, Rivers State and Oyo State.

The nomination window officially opened on Friday, 27 March 2026, with organisers calling on the public to submit entries for individuals making meaningful impact within their communities.

The initiative extends the legacy of The Future Awards Africa, shifting focus from continental recognition to spotlighting local excellence often overlooked at the grassroots level.

Why it matters

Across Nigeria, thousands of young people are driving innovation, social change and economic activity in their communities, but many lack visibility and support.

TFAAi aims to bridge this gap by recognising and amplifying these efforts, giving local leaders a platform that could open doors to funding, partnerships and wider influence.

For sectors such as agriculture, technology, fashion and public service, recognition programmes like this can help strengthen ecosystems and inspire replication across states.

Categories across states

The awards feature diverse categories tailored to each state’s strengths and emerging sectors.

In Abia, categories include entrepreneurship, technology, fashion, agripreneurship and youth advocacy.

Rivers focuses on areas such as professional service, energy and sustainability, law, and content creation.

Oyo highlights arts, literature, education, health, agriculture and film.

Kano’s categories include governance, journalism, agriculture, acting and community action.

“Bridging the visibility gap”

Speaking on the initiative, TFAA Project Lead, Ngozi Chijuka, said the platform is designed to highlight overlooked contributions at the community level.

“We have a significant number of individuals contributing meaningfully within their communities that often go unnoticed. TFAAi creates an opportunity to bring that work to light and ensure it receives the recognition it deserves,” she said.

Industry and public perspective

Youth development advocates say the initiative reflects a growing shift towards decentralising recognition in Nigeria’s creative and innovation economy.

Community-based awards are increasingly seen as critical to identifying talent outside major cities like Lagos and Abuja, particularly in sectors such as agribusiness and digital entrepreneurship.

Observers also note that public nomination systems can boost civic engagement, allowing communities to actively celebrate their own changemakers.

What’s next

Nominations are open to the public, with organisers urging nominators to review category requirements before submitting entries.

Submissions can be made via the official TFA website. Shortlisted nominees are expected to be announced later in the year.

Nigerian Breweries Plc has unveiled “Big Fiesta”, a new cultural platform aimed at powering large-scale celebrations across Nigeria, as the country enters a key social and entertainment season.

The initiative was launched at a media luncheon held at Lagos Marriott Hotel Ikeja on March 18, bringing together media professionals, entertainment figures and cultural stakeholders.

The company says the platform will feature concerts, festivals and community events across multiple cities, building on the success of its “Legendary Christmas” campaign.

Why it matters

Big Fiesta taps into a period when many Nigerians resume social activities after the early months of the year.

This includes travel, concerts and cultural gatherings, which industry observers say contribute significantly to Nigeria’s creative economy.

By coordinating events nationwide, the platform could boost tourism, nightlife and local businesses.

What Nigerian Breweries is saying

Speaking at the event, the company’s Marketing Director, Sarah Agha, said the initiative aligns with its broader vision of fostering connection through shared experiences.

“At Nigerian Breweries, our purpose is to build the joy of togetherness, and in a country like Nigeria, that couldn’t be more relevant,” she said.

“We are a people who love to celebrate everything… it’s not just about building brands, it’s about creating meaningful moments that people can share.”

Events across Nigeria

The Big Fiesta calendar includes a wide mix of entertainment and cultural experiences:

Amstel Malta Village – Enugu, Onitsha, Aba

Heineken’s Young Jonn Live – Abuja

City of Cities Live – Port Harcourt

Flavour Concert – Aba

Phyno Experience – Enugu

Desperados Road Block Party – Lagos

Other events include Afro Wonderland in Lagos, Mak Town Festival in Makurdi, and Songs & Stories in Abuja.

Industry reactions

At the launch, a panel discussion explored the link between large-scale events and economic growth.

Speakers included rapper MI Abaga, media entrepreneur Uche Pedro and talent manager Godwin Tom.

They highlighted how collaborations between brands, artists and audiences are reshaping Nigeria’s entertainment industry.

Analysts say such platforms can create jobs, increase brand visibility and expand opportunities for creatives.

A milestone year

The launch also coincides with Nigerian Breweries’ 80th anniversary.

The company says Big Fiesta reflects its long-standing role in Nigeria’s social and cultural landscape.

What’s next

Events under the Big Fiesta platform are expected to roll out across cities in the coming months.

Organisers say the goal is to make the season a “nationwide expression of music, culture and connection.”