If Only Women Spent Less Time Cooking Maggi Soup

Nestlé‘s soup brand, Maggi, was promoted by McCann Erickson, Romania with an advertising campaign, “If Only Women Spent Less Time Cooking”. Three print advertisements suggest what might have happened if people were able to make use of ready-made soups: four USA presidents on Mt Rushmore, The Godmother, and Tarzan rescued by Jane. Can we assume that these women have become what they are because the men in their lives got stuck in and shared their load in the kitchen?

Women presidents on Mt Rushmore

The Godmother

Jane carries Tarzan


The campaign was developed at McCann Erickson, Bucharest, by creative directors Adrian Botan and Alexandru Dumitrescu, copywriter Radu Pilat, art director Monica Stanescu and photographer Carioca.

The series won the Golden Drum for Press 2006, the Gold Watch for advertising campaigns 2006, the Best Use of Copywriting award at AdPrint 2007. The campaign was linked with two radio advertisements, Churchill and Marilyn.