Nestle Nigeria has signed Qing Madi, fast-rising music star, as brand ambassador for its flagship seasoning brand Maggi, as the company moves to deepen its connection with younger consumers by positioning food as a cultural and creative expression.

Speaking at the signing ceremony in Lagos on Thursday, Funmi Osineye, category manager for culinary at Nestlé Nigeria, said the partnership reflects evolving consumer behaviour, particularly among Gen Z, where food has become more than sustenance.

“The culinary space is really evolving and food today is no longer just about cooking; it’s about expression, vibe and creativity,” she said, noting that younger consumers now create content, remix experiences and build communities around food.

Osineye said the brand, which marks 60 years in Nigeria this year, is seeking to align with this shift by blending food, culture and entertainment. “Gen Z has turned food into a culture. It is no longer just about eating,” she added.

Explaining the choice of Qing Madi, Osineye said the 19-year-old artist represents a “trusted voice for a new generation,” with strong resonance across digital platforms. “She is driving creativity and culture… a creator, a vibe curator and a flavour storyteller,” she said.

The partnership also launches a new campaign themed around the fusion of food and music, with the slogan “Maggi and Madi, so good together,” aimed at strengthening emotional connections around shared meals and experiences.

In her remarks, Qing Madi expressed excitement about the collaboration, describing it as a major milestone in her career.

“This is a huge collaboration for me… I feel super excited, I feel blessed,” she said.

She highlighted the significance of the partnership for her generation, noting a growing shift in how young people perceive cooking.

“My generation has adapted culinary as something that is just like a hobby. Some girls just love cooking now, not as a role, but as something they love,” she said.

The singer added that seeing a relatable figure in such a campaign would drive inclusivity and representation among young audiences. She also commended Maggi for consistently prioritising and amplifying youth voices,

Taofeek Oyedokun is a correspondent at BusinessDay with years of experience reporting on political economy, public policy, migration, environment/climate change, and social justice. A graduate of Political Science from the University of Lagos, he has also earned multiple professional certificates in journalism and media-related training. Known for his clear, data-driven reporting, Oyedokun covers a wide range of national and international socioeconomic issues, bringing depth, balance, and public-interest focus to his work.

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