By Ayomide Otitoju
Maggi has launched the second season of its annual series, Tales of Ramadan, in Lagos as part of activities to commemorate the Islamic holy month and deepen consumer engagement through storytelling and nationwide promotions.
The premiere of Season 2 was attended by social media influencers, Nestlé staff and management, as well as members of the cast and crew.
Speaking at the event, Category Development Manager, Maggi Star, Adebayo Olowolade, described the initiative as a bold step for the brand, noting that Ramadan remains central to Maggi’s consumers and business.
He said the series builds on the success of last year’s Ramadan Diaries, evolving into a more immersive and emotionally engaging production centred on family, friendship, forgiveness and food.
Olowolade added that beyond the film, the brand is rolling out consumer-focused initiatives, including extra-value sachets with additional cubes, in-store promotions with branded gifts, pop-up activations at mosques and tertiary institutions targeting over 100,000 consumers, and community outreach programmes in collaboration with influencers.
According to him, Maggi continues to support families during Ramadan by promoting easy, nutritious and culturally relevant meals, developed in collaboration with nutrition experts and regional influencers.
Also speaking, Category Manager – Culinary, Maggi, Funmi Osineye, commended the cast and crew for delivering a cinema-quality production. She clarified that the series will not have a theatrical release but will instead air on major television stations and across Maggi Nigeria’s social media platforms for 30 days.
Osineye emphasised that the content was developed with sensitivity to faith and community values, encouraging families to watch and share the series throughout the Ramadan season.
With the unveiling of Season 2, Maggi reaffirmed its commitment to culturally relevant storytelling and meaningful consumer engagement during Ramadan.
