# Paper Meal Ads The Maggi Seasoning Campaign States That It "Makes Yummy, Not Dummy" By Meghan Young | Published 2013-05-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/maggi-seasoning-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/05/maggi-seasoning-sukiyaki-paper-paper-steak/) & [grey](http://www.grey.com) The [Maggi](https://www.trendhunter.com/trends/air-fryer-crispy-coating-mixes) 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](https://www.trendhunter.com/trends/duet), 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. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 26% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Artificial Food Advertising:** Opportunity for companies to promote their food and seasoning products with artistically fake representations of food. - **Humorous Marketing Campaigns:** Opportunity for companies to create funny and memorable ads that showcase their product's unique qualities. - **Food Flavor Enhancement:** Opportunity for companies to innovate in the area of food seasonings and flavors to enhance overall dining experiences. ### Who This Affects Most - **Advertising:** Industry that can benefit from creating eye-catching food ads that convey a message in a humorous and creative way. - **Food and Beverage:** Industry that can benefit from creating and promoting food seasonings and flavor enhancers that improve the taste of meals. - **Graphic Design:** Industry that can benefit from creating artistically fake depictions of food to enhance ad campaigns. ## Related on Trend Hunter - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Cheerful Healthy Snack Campaigns](https://www.trendhunter.com/trends/garden-veggie-snacks.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [Fake Ketchup Campaigns](https://www.trendhunter.com/trends/heinz-campaign.md) - [Imperfect Cooking Campaigns](https://www.trendhunter.com/trends/effortiseverything.md) - [Nostalgic Flavor Campaigns](https://www.trendhunter.com/trends/taste-of-home-campaign.md) - [Vibrant Cafeteria-Inspired Campaigns](https://www.trendhunter.com/trends/the-lunchables-effect.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md)