Nestlé Maggivia Reprise / IPG MediabrandsCommercial Foodservice & Consumer Goods2022

Multi-Market B2B Foodservice Commercial Launch

Commercial Foodservice Demand Creation Across Singapore, Malaysia, Thailand, and South Korea

Primary Quantitative Benchmark

04 Markets

Simultaneous Regional Rollout

01 // Executive Context

Spearheaded the multi-market digital commercial launch for Nestlé Professional Maggi Barbecue Sauce, activating targeted culinary buyer funnels across four distinct Southeast Asian nations.

02 // The Commercial Challenge

Penetrating diverse street vendor ecosystems and commercial kitchen procurement channels across 4 distinct national languages with deeply entrenched local culinary habits.

03 // Technical Architecture & Delivery

Produced hyper-localized video demonstrations emphasizing kitchen yield, taste consistency, and commercial efficiency.

Segmented ad delivery into cold culinary awareness followed by sample-request retargeting on Meta and YouTube.

Implemented automated lead qualification filters to distinguish commercial kitchen buyers from retail consumers.

Synchronized media flighting with regional distributor sales reps for immediate local sample fulfillment.

04 // Verified Enterprise Outcomes

Generated over 3,400 qualified commercial kitchen sample requests across 4 national markets.

Achieved a 32% lower Customer Acquisition Cost (CAC) compared to historical regional benchmarks.

Established a sustainable digital pipeline connecting street food vendors directly to Nestlé authorized distributors.

05 // Core Disciplines & Capabilities

#Multi-Market GTM

#B2B Acquisition

#Video Funnels

#Distributor Sync

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