Maag Food’s Marketing Campaigns Win Two Top Awards and Secure Three Finalist Spots at the TULImust Awards
27. October 2026The Tallegg 2.0 project won first place in the Return on Investment (ROI) category at TULImust 2026, a marketing effectiveness competition organised by the Estonian Marketing Association. Maag Food’s snack bar project was also named the winner in the Qualitative Use of Data category. In addition, Tallegg 2.0 secured finalist positions in three other categories.
On 22 October 2026, Estonia’s most effective marketing campaigns were recognised at the fifth annual TULImust Awards. This year, 47 entries competed across eight categories. TULImust celebrates more than just outstanding advertising – it recognises marketing initiatives backed by clear strategies and measurable results. For Maag Food, the evening was an exceptional success: our projects brought home two top awards and three finalist positions!
Tallegg 2.0 wins the top ROI award and secures finalist positions in three other categories
Tallegg 2.0 took first place in the Return on Investment (ROI) category, which evaluates the ability of marketing activities to generate measurable business value. The Tallegg 2.0 project was launched in response to the need to strengthen recognition of Tallegg as a unified brand. Over the years, the visual identities of different product categories had become inconsistent, and our goal was to create a clearer and more cohesive brand identity. At the heart of the refresh, we placed Tallegg’s signature yellow colour, which now connects different product categories across packaging, advertising and points of sale.
This was much more than simply refreshing packaging or advertising. The objective was to make Tallegg products more recognisable to consumers and strengthen the competitiveness of the entire product portfolio. The results were impressive. Comparing sales performance from January to August in 2024 and 2026, Tallegg outperformed the overall market in several key categories.
In addition to winning the ROI category, Tallegg 2.0 secured second place in three other categories: Brand Contact, Brand Presence and Long-Term Success. The creative partner behind Tallegg 2.0 was Tabasco.
Maag Food’s snack bars recognised for best qualitative use of data
Our second top award came from Maag Food’s snack bar project, which won the Qualitative Use of Data category. This category recognises projects where a deeper understanding of consumer needs and behaviour has contributed to better strategic and marketing decisions.
When developing the new snack bars, we wanted to understand when and why people consume meat snacks and what role a convenient, protein-rich savoury snack could play in their everyday lives. In cooperation with Inspired Universal McCann, we conducted qualitative consumer research involving focus groups, blind taste tests and comparisons of different product formats. The research helped us better understand consumer expectations regarding taste, texture, size and convenience of consumption. These insights were used both in product development and in planning communication activities.
In spring 2026, the new snack bars were launched in Estonia under the Tallegg and Rakvere brands, with results significantly exceeding expectations. Between May and August, production volumes of Rakvere snack bars exceeded the initial forecast by 600%, while Tallegg snack bars exceeded their forecast by 450%. This is an excellent example of how understanding consumer needs can lead to the development of a successful new product format.
Our partners in the snack bar project were media agency Inspired Universal McCann and creative agencies Tabasco for the Tallegg brand and Kontuur for the Rakvere brand.
Strong product development and marketing go hand in hand
“What makes me particularly happy about these awards is that they recognise the real impact of marketing on business performance. Tallegg 2.0 demonstrates the importance of strong and consistent brand management, while the snack bar project shows how a deeper understanding of consumers can help create successful new products. For us, product development and marketing are not two separate activities. The best results come when consumer needs, strong brands and business objectives are all aligned. These awards are a wonderful recognition of the entire team,” says Janne Laik-Lõhmus, Product Development and Marketing Director at Maag Food.
Katrin Tamm, Marketing Manager for Estonia, also highlights the contribution of the teams and external partners. “A tremendous amount of work, great ideas and close collaboration have gone into these projects. With Tallegg 2.0, it was essential to consistently implement a unified brand identity across all key consumer touchpoints. When launching the snack bars, we needed to develop communication solutions tailored to two different brands. It is incredibly rewarding to see that this work has delivered both such strong results and recognition from the industry,” says Katrin.
The recognition received at TULImust confirms that strong brands, well-planned product development and data-driven marketing create value together. Both winning projects are the result of a collective effort involving many people – our product development and marketing teams, sales, purchasing and production departments, as well as our agency partners.
