MAGGI® Malaysia’s women empowerment and upskilling initiative called Program Mentor Wanita Cukup Berani MAGGI® won a total of four PR awards at the recently-concluded global and national PR Award events. The PR agency for the campaign is Perspective Strategies Sdn Bhd, a local boutique public relations and communications firm, which has been supporting the campaign over the last two years.
The PR Campaign for MAGGI® took home a Gold and Bronze award in the Client Communications in Covid-19 and Consumer Communications (Products) categories respectively in the 10th edition of the global PRGN Best Practice Awards 2021. The award platform is organised by the Public Relations Global Network (PRGN), one of the world’s largest international public relations networks founded in 1992, with more than 50 locations around the world.
For the national PR award, the MAGGI® campaign won a Gold and a Silver in the Consumer Launch and Corporate Branding categories respectively in the 13th edition of the Malaysia PR Awards 2021, which is organised by the Public Relations & Communications Association of Malaysia (‘PRCA Malaysia’).
Speaking on the winning campaign, Partner and Executive Director of Perspective Strategies, Tan May Lee said, “We are truly honoured for this win, as it has been a privilege to work on the Program Mentor Wanita Cukup Berani MAGGI® campaign in partnership with Nestlé, a recognised global brand whose comprehensive range of food products has become household names in Malaysia. The PR campaign leveraged a multi-channel, multi-pronged approach in seeding out core messages not only via media platforms but also through various grassroots channels and the programme participants, centred on showcasing the transformation of ordinary women to inspire others to join the mentoring journey with MAGGI®. While it is important that a brand seeks to acquire a larger market share, it is also critical that an emotive ‘share of voice’ or brand love is garnered through a community-focused initiative, which has come through discernibly via this PR campaign.”
Tan May Lee, Partner & Executive Director, Perspective Strategies
Commenting on its women empowerment programme, Geetha Balakrishna, Business Executive Officer of MAGGI®, Nestlé (Malaysia) Berhad said, “The Program Mentor Wanita Cukup Berani MAGGI®began as an aspiration to empower and inspire Malaysian women to gain the self-confidence to try something new, so that they can make a positive difference for herself and her family by equipping them with the necessary skills. The immensely positive response and stories we received in 2020 inspired and encouraged us to magnify the impact of this journey in 2021. It is our passion and commitment to continue building on our efforts to impact even more women and address their wider needs for growth as we want all participants in this programme to be emboldened not only in the kitchen but in business as well.”
Geetha Balakrishna, Business Executive Officer of MAGGI, Nestlé (Msia) Bhd
Launched in August 2020, the Program Mentor Wanita Cukup Berani MAGGI® is a nationwide campaign in partnership with Google Malaysia via Women Will, a Grow with Google programme, which aims to encourage women to be brave in stepping out of their comfort zone and taking on new challenges through a series of online upskilling workshops focusing on imparting self-confidence and awareness, improving business and digital skills as well as a Masterclass on ‘How to run a food business”. As part of the mentorship journey, MAGGI® rolled out a six-episode TV reality series – Resipi Berani MAGGI® – to showcase the transformative journey of women while inspiring more women to step outside their comfort zone to try something new – embracing the Tak Kenal, Tak Cinta spirit.
Now in its 2nd year running, more than 2,000 women have participated in the Program Mentor Wanita Cukup Berani MAGGI®, supported by three MAGGI® Mentors – Food Enthusiast and Brand Ambassador of MAGGI® Cukup Rasa Datin Paduka Eina Azman; Director, Producer, Actress and Owner of The Dim Sum Place, Sheila Rusly; and Young Entrepreneur Icon 2019 and Owner of My Mum’s Bakery, Anne Idris.
“We are delighted for the recognition accorded to this campaign by the PR fraternity and indeed, it has been a very rewarding and exciting journey together with MAGGI®and Nestlé Malaysia. We look forward to continuing work on PR campaigns where we focus not just on brand outreach, but also the opportunity to support meaningful community outreach programmes, especially in today’s challenging COVID-19 pandemic,” concluded Tan.
At the global PRGN Best Practice Awards 2021, Perspective Strategies garnered a total of 7 wins – 2 Golds, 2 Silvers and 3 Bronzes, and emerged as the agency with the highest number of awards. The agency also took home a total of six PR awards, comprising of 1 Gold, 4 Silvers and 1 Bronze, at the Malaysia PR Awards 2021, including the Silver award in the inaugural Best ‘ADAPT’ Agency category that recognises companies with effective pivot strategy during the COVID-19 pandemic.