Nestlé · Maggi refresh · Wave 1 · AUS-wide
Eight of twelve slides drafted — your turn to review.
8 of 12 slides drafted
Template · Standard Sampling PCA
Slide 05 · Photo heroes
Drafted by Blobby
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Post-campaign analysis
Maggi refresh
Wave 1 · AUS-wide
Period
Feb – Apr 2026
Prepared for
Nestlé
Prepared by
Blobfish
Slide 01 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
The brief
Refresh awareness with swim-school families.
- Reach parents and coaches at Victorian aquatic centres before early-term returns.
- Land 25,000 units across 8 sites over a 3-week window.
- Keep photo delivery above 85% for post-campaign reporting.
- Focus on lunchtime cooking occasions — families, not athletes.
Slide 02 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Execution · summary
Three weeks. Eight sites. Zero stock-outs.
25,000Units delivered100% of target
8Sites activatedAcross Victoria
21Days end-to-endOn schedule
91%Photo deliveryAbove 85% target
62Photos received4 heroes picked
428Survey responses17% response rate
Slide 03 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Distribution · Victoria
Eight aquatic centres, full state coverage.
Slide 04 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Execution · Photo heroes
How we landed 25,000 units across eight sites.
Pool deck drop · Carlton Aquatic
Retail shelf · RMIT aquatic centre
Samples with swim coaches
Refresh branding · Monash
Slide 05 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Execution · Full gallery
All 62 photos from the drop.
Slide 06 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
In their own words
What the site staff said.
The packs moved faster than Berocca last month — parents grabbed two or three on the way out.
— Katie, ONYX Alexandria
We had families asking about it before the shelf was up. Somebody must have spotted the drop truck.
— Aaron L, Carlton Aquatic
The refresh branding really worked. Kids pointed at it. Parents asked where to buy.
— Kwan, Monash Clayton
Cleared in under two days. We could have taken twice as much.
— Hayley, Frankston Aquatic
Slide 07 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Survey · 428 respondents
Strong recall, stronger preference.
42%Aware pre
68%Aware post
55%Tried
79%Liked
84%Would buy
73%Recommend
Slide 08 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Taste · 428 responses
Most rated it 4 or 5 stars.
★★★★★64%
★★★★22%
★★★8%
★★4%
★2%
Average 4.4 / 5 — 4 pts higher than category benchmark of 4.0.
Slide 09 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Awareness · pre → post
Up 18 points in three weeks.
64%
Before
→
82%
After
Measured against same 428 families across matched pre- and post-drop surveys.
Slide 10 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
What stood out
Three findings worth acting on.
01
Branding beat the flavour.
Families responded to the refresh branding more than the product itself — kids pointed at it, parents asked where to buy.
02
84% sample-to-purchase intent.
11 points above Nestlé's category benchmark of 73%. Strong signal the refresh narrative is landing.
03
We undershot volume.
Two sites cleared stock in under 48 hours. Another 30% of units could have been placed with the same footprint.
Slide 11 of 12
Confidential · Nestlé & Blobfish 2026
Post-campaign analysisMaggi refresh · Wave 1
Prepared by Blobfish
Recommendations
For Wave 2, here's what I'd change.
- Scale up by 30%. Place 33,000 units across the same 8 sites — Frankston and Carlton cleared too fast.
- Add 4 more sites. Bundoora, Brunswick, Hawthorn, Essendon are strong candidates with 85%+ photo delivery track records.
- Shift timing. Drop one week earlier — catch the February swim-school sign-up rush, not the mid-term lull.
- Run a companion social push. Swim-school parents skew digital-native — amplify the refresh branding on Insta in the same window.
Slide 12 of 12
Confidential · Nestlé & Blobfish 2026
Product shot · 06 · PCA Generator · Blobfish platform · Apr 2026