Publicis/United Campaigns has been appointed by Nestle to handle the Maggi soup account in Russia, which McCann-Erickson Worldwide has held for six years. The assignment follows a pitch between McCann and Publicis.
Maggi is one of the best-known foreign brands in Russia. Some 17% of the Russian population have consumed Maggi bouillon cubes, instant soups and mayonnaise and 47% of the Russian population is aware of the brand, according to marketing agency Comcon.
Although Nestle would not divulge its advertising budgets, around $3 million was spent advertising Maggi on national TV in the first half of the year, according to a study. McCann continues to work for Nestle in Russia on the Nescafe, Nesquik and Friskies brands.