LAGOS, Nigeria(VOICE OF NAIJA)- Nigerian music star Qing Madi has been unveiled as the new face of MAGGI, blending music, food, and lifestyle in a campaign aimed at Nigeria’s youth culture.
The “Ole” crooner was announced as the face of MAGGI’s new campaign, “Me & MAGGI, So Good Together,” at the Lagos head office of Nestlé Nigeria Plc, where the brand introduced a campaign designed to connect more deeply with younger Nigerians.
This move signals a fresh direction for the household brand, aimed at attracting the new generation to how food fits into everyday vibes, creativity, and shared experiences.
According to a statement shared by Corporate Affairs Manager Toritseju Egbebi, the campaign reflects how Gen Z is redefining food culture.
Today’s young people aren’t just eating meals, they’re turning them into content, conversations, and expressions of identity through digital platforms, the company highlighted.
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Notably, this builds on the success of MAGGI’s earlier “Taste of Christmas” campaign, which mixed music with emotional storytelling. Now, the brand is taking things further by leaning into relatable, real-life moments that resonate with a digital-first generation.
Speaking at the unveiling, the Category Manager for Culinary at Nestlé Nigeria, Funmi Osineye, explained the initiative.
“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. A new generation is turning everyday meals into moments they create, remix, and share. MAGGI has always been part of that journey; from our parents’ kitchens to our own quick meals… Qing Madi brings that authenticity, her world, her sound, and her connection with young people make her a natural fit for MAGGI today.”
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Sharing her excitement, Qing Madi highlighted the company’s unique direction in connecting with the creativity and lifestyle of the Gen Z’s.
“This partnership means a lot to me, not just personally, but for my generation. We’re expressing ourselves in new ways, even through things like food and cooking, not because we have to… Being part of a campaign like this and seeing a brand like MAGGI create space for that, feels really special. I’m excited to be part of something that reflects who we are and how we connect today,” she said.
To match the vibe, the launch event was styled as an intimate watch party inspired by Qing Madi’s world.
Guests, including media personalities and influencers, experienced a creative setup featuring a Content Tunnel, a Music and Culture Lounge, and a Photo Studio, each space designed to mirror how young people interact, create, and share moments online.
Ultimately, the campaign shows MAGGI evolving beyond its roots as a kitchen staple into a lifestyle brand that speaks the language of a new vibrant generation.
