Indomie, the beloved instant noodle brand, has breathed new life into its iconic “Mama Do Good” campaign with a fresh TV commercial aired during the ninth season of Big Brother Naija. This strategic move aims to reconnect with an audience that has grown up with the brand while also appealing to a broader, more mature consumer base.
Reimagining a Classic
Since its debut in 2010, the “Mama Do Good” campaign has been a staple in Indomie’s marketing strategy, resonating deeply with children. As these original consumers have matured, Indomie faced the challenge of evolving its messaging to reflect their current tastes and lifestyles. The new campaign, introduced on MultiChoice’s DStv channel, successfully modernises the familiar theme, maintaining its essence while adapting to the preferences of today’s audience.
The Strategic TV Campaign
The updated TV commercial, conceived by the dynamic The Hook Creative Agency in collaboration with Dufil Prima Foods, presents a vibrant, engaging portrayal of the “Mama Do Good” concept. This latest iteration features a more sophisticated, colourful setting and showcases a range of Indomie flavours—such as Indomie Jollof, Indomie Oriental, Indomie Pepper Soup, Onion Chicken, and Indomie Crayfish—catering to the refined tastes of an adult audience.
Leveraging Nostalgia and Modern Appeal
The new advert taps into nostalgia by featuring the grown-up versions of the children from the original campaign, who now celebrate their “Mama Do Good” in their adult lives. The commercial effectively bridges the gap between past and present, highlighting how the brand has evolved to meet the changing needs of its consumers. With a runtime of 1:19 minutes, the ad is notably longer than typical commercials, but it effectively revives and refreshes the long-standing campaign.
Targeting a New Demographic
The timing of this campaign is strategic, coinciding with the high viewership of Big Brother Naija, which is akin to Nigeria’s version of the Super Bowl. By aligning the campaign with this popular reality TV show, Indomie taps into a massive audience that includes its original consumer base as well as their families and peers. The campaign aims to transition Indomie from being a children’s favourite to a versatile choice for families.
Creative Evolution by The Hook Agency
The Hook Creative Agency, known for its innovative approach, has skillfully revitalised the “Mama Do Good” campaign. The agency’s creative efforts ensure the brand remains relevant and engaging to its evolving audience, demonstrating a successful blend of nostalgia with contemporary flair.