At the heart of the campaign is a collaboration with rising Nigerian pop star Qing Madi and the Loud Urban Choir, culminating in a new Christmas anthem also titled “Taste of Christmas.” The song, now available on all major music streaming platforms, combines contemporary music with cultural warmth, evoking the joy of family gatherings, shared meals, and festive togetherness.
Beyond music, the campaign features a 12-day culinary series offering creative festive recipes, including inventive twists like Coco Bongus, alongside traditional Nigerian favourites. The initiative encourages families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.
Commenting on the launch, Funmi Osineye, Category Manager, Culinary (MAGGI), said:
"Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian."
The campaign highlights MAGGI’s commitment to promoting home-grown talent, fostering culinary creativity, and reinforcing the role of food as a unifying force in Nigerian homes.
Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem through MAGGI’s digital platforms and social media channels, following the conversation using #MAGGIChristmas.
MAGGI, a leading culinary brand from Nestlé Nigeria, continues to inspire better cooking habits while bringing families together through delicious and nutritious meals.