The Maggi Seasoning Campaign States That It "Makes Yummy, Not Dummy"

 - May 16, 2013
References: grey & ibelieveinadv
The Maggi Seasoning campaign is hilarious if only for its tag line, "Makes yummy, not dummy." A sauce to enhance the flavor of every meal, if not used, the food could easily taste like paper. This is illustrated by the use of actual paper food. Colorfully realistic, the dishes drive home the point that there is more to a tasty meal than the food itself.

Conceived and executed by Grey, an ad agency based in Indonesia, the Maggi Seasoning campaign takes cues from the current fad of artistically fake foods. Art directed by Yohanes Chayadi with creative direction by Randy Rinaldi, the images were digitally created by artist Heru Suryoko and shot by photographer Artli Ali. Writer Bramuhadi Satria came up with the copy.