Nestlé Ghana launches nationwide Maggi Loyalty Promo with rewards for market women

Nestlé Ghana Ltd has announced the reintroduction of a major loyalty promotion targeting market women, affectionately referred to as “mummies” an an event dubbed "Maggi Mummies Engagement."

The initiative, set to launch on April 1, 2026, marks the return of a programme that has been absent for the past five years.

Although the current phase focuses on the “Mummies,” the programme will not be limited to Accra alone. 

It will also be rolled out across major regions in Ghana, including Ashanti, Brong Ahafo, and the Northern regions, making it a large-scale national campaign.

The Mummies Engagement event, held on Thursday, March 19, in Accra and moderated by Gospel musician and television show host, Empress Gifty Adorye, brought together approximately 400 selected “influencer mummies” from key markets across Accra, including Agbogbloshie, Nima, Okaishie, Makola, Ashaiman, Madina, and Dome. 

These women were carefully chosen for their strong influence within their respective markets, as they are trusted voices whose recommendations shape the choices of other traders and consumers.

The primary goal of the gathering was to inform, involve, and empower these influencers to act as ambassadors for the upcoming promotion. 

Preparation

Category Manager for Culinary at Nestlé Ghana Ltd, Mark Okyere Mensah explained that the engagement session was organized to brief participants ahead of the launch, ensuring they fully understand the promotion and are well prepared to take part. 

He said the initiative reflects Maggi’s collaborative approach, aiming to create value for all stakeholders in the distribution chain, especially its key partners in the markets.

The promo, he mentioned is structured around two main components: purchase targets and merchandising performance. 

He added that participants are required to buy Maggi products in specified quantities over a given period, while also effectively displaying branded materials provided to them at their stalls and shops. Their performance in both areas will be monitored and scored.

He also said traders who meet or exceed the set targets will receive attractive rewards, including household appliances such as televisions, refrigerators, freezers, and potentially air conditioners.

Although the current phase focuses on the “Mummies,” Mr Okyere said the programme will not be limited to Accra alone. It will also be rolled out across major regions in Ghana, including Ashanti, Brong Ahafo, and the Northern regions, making it a large-scale national campaign.

Priority

Brand Manager for Maggie, Margarita Amon emphasized that loyalty is a core priority for the Maggi brand, noting that market women play a crucial role in influencing purchasing decisions at both household and community levels. 

She said strengthening relationships with these “mummies,” the company aims to expand its reach and deepen brand trust.

She said the mummies are expected to disseminate information about the campaign and encourage wider participation when it officially begins.

Margarita Amon described the campaign as “the return of Maggi,” signaling a renewed commitment to engaging consumers and reinforcing the brand’s long-standing presence in Ghanaian households. 

She highlighted Maggi’s legacy as a trusted product used across generations, stressing the importance of sustaining this tradition by encouraging current users to continue choosing Maggi and passing that preference on to younger generations.

Overall, the initiative combines community engagement, influencer marketing, and brand heritage to strengthen loyalty, boost visibility, and reaffirm Maggi’s relevance in both markets and homes across Ghana.

Commitment 

Commercial Development Manager for Culinary at Nestlé Ghana Ltd, Judith Dawuor highlighted the company’s renewed commitment to engaging and rewarding market women, known as “Mummies,” through an upcoming loyalty promotion.

She noted that the engagement comes after a long break and is intended not only to reconnect with the traders but also to give back to them for their continued support of the Maggi brand.

Judith emphasized the importance of maintaining a strong emotional and business relationship with the “Mummies,” describing them as central to Maggi’s success in the market.