“Maggi amplifies the voices of fearless women driving progress into
the Middle East”

Maggi Diaries was already one of the Middle East’s strongest platforms focused on female empowerment, sharing stories of women creating change across the region. To connect with a younger generation, the campaign transformed three real female activists into modern-day comic heroines, illustrated by three Arab female comic book artists, making stories of social change feel more relatable, contemporary, and culturally engaging.

Maggi Women of Change reached 78% of Arab women and generated more than 20 million views across digital platforms. Beyond awareness, the campaign also drove measurable impact for the brand, increasing brand loyalty by 6% in Saudi Arabia and improving agreement with the statement “Helps me contribute to a better life” by 12%, reinforcing MAGGI’s connection with female audiences across the region.