Maggi has officially launched the second season of its annual series, Tales of Ramadan, in Lagos to commemorate the Islamic holy month and deepen consumer engagement through storytelling and promotions.
Season 2 was premiered to a select audience comprising social media influencers, staff and management of Nestlé Nigeria Plc, and members of the cast and crew.
According to the brand, Tales of Ramadan is a collection of stories centred on family and friendship, woven around Ramadan moments and shared meals prepared with Maggi.
Speaking at the premiere, the Category Development Manager, Maggi Star, Adebayo Olowolade, described the project as a bold and innovative move.
“You are truly privileged to be among a select few witnessing a revolutionary idea for a food brand to curate a notable style of movie. Ramadan has always been at the heart of our consumers and business. To our Muslim people, we understand how significant this period is to you,” he said.
Olowolade noted that the brand has consistently supported families during Ramadan by promoting easier, nutritious and delicious meals throughout the fasting period.
“Every year, we share tips for more nourishing, healthy meals to help sustain you. We have worked with Dr Jamila and other Northern influencers to curate recipes that are relevant and very nutritious for families,” he added.
He explained that the new season builds on the success of the previous Ramadan Diaries initiative.
“Last year, we decided to elevate the experience even further. We transformed our engagement into something more immersive, relevant, educative, emotional and ultimately delicious, focusing on family, friendship, forgiveness and food,” he said.
For Season 2, the brand is adopting a broader engagement strategy beyond the film itself.
Olowolade said consumers would benefit from extra-value sachets offering six additional cubes, modern trade promotions with branded gifts, pop-up activations at mosques and tertiary institutions targeting over 100,000 consumers, and community give-back initiatives in collaboration with influencers.
“At Maggi, we do not just create meals; we create experiences. We celebrate culture, we honour faith, we strengthen families, and we bring people together through the power of food,” he said.
Also speaking at the event, the Category Manager – Culinary, Maggi, Funmi Osineye, praised the production quality of the series.
“I would like to say a special thank you to the cast and crew. You guys did an amazing job. It looks like the kind of thing you would go to watch in a cinema,” she said.
She clarified that the series would not have a theatrical release but would instead be distributed widely on digital and broadcast platforms.
“We are not in the cinema, but we are on all our social media platforms on Maggi Nigeria, and we are also live on major TV stations for the next 30 days,” she stated.
Osineye emphasised that the content was created with faith sensitivity in mind and encouraged families to watch and share the series throughout Ramadan.
With the unveiling of Season 2, Maggi reaffirmed its commitment to culturally relevant storytelling and meaningful consumer engagement during the holy month.
