Souping up
a legend

Maruchan is so much more than a quick meal for college kids. We knew it. Fans knew it. It was time the world knew it. And so our partnership began.

As agency of record, we’ve expanded Maruchan’s market share into more homes across the U.S. and set a new standard for brand storytelling. Dig into one of our favorite collaborations below.

Strategy

A ramen above the rest

Turns out, the average shopper doesn’t know the difference between instant ramen brands. Lucky for us, Maruchan fans do.

We used this insight as inspiration to help Maruchan reach diverse audiences and show off its distinct flavors. Our strategy, “There’s only one Maruchan,” turned brand affinity into a feel-good campaign for ramen lovers around the nation.

Campaign

Sampling sentiments

As a standout in the instant ramen scene, we set out to remind everyone that in a world of imitators, there’s only one true Maruchan. 

We crowdsourced a chorus of fan voices declaring Maruchan’s superiority. Then set them to music in a creative campaign that spoke volumes.

Campaign

The Maruchan Anthem

Our brand anthem was inspired by—and created with—our biggest fans. We pulled the lyrics directly from their tweets, comments and posts. And made their passion points (e.g. gaming, anime, hip hop) larger-than-life in our broadcast spot. Together, we served up an anthem that captures the energy and diversity of Maruchan’s community.

+21%

Increase in follower growth

+98%

Positive brand sentiment

Bowling Over Ramen-Lovers, New and Old

Since 1977, Maruchan has been making America’s highest quality Ramen noodles. With a tasty product, competitive pricing and mass distribution, their long run as the leading product in the market is no surprise. However, as competitors move to steal market share, they turned to us to defend their current position and expand their appeal.

Challenge

Winning the Hearts of Ramen Lovers

Maruchan knew they had already won the hearts – and appetites – of ramen lovers. They now sought to grow the category beyond college students and reach new consumers while maintaining their heritage and kawaii traits.

Insights

Healthy & Convenient

To grow market share for the food brand, we had to find consumers with a similar profile to our core audience. Cue the working mom. While she enjoys cooking at home and would prefer healthy meals to convenient ones, her busy lifestyle and commitment to family time often forces her to cut down on the time she spends preparing meals.

Solution

Brings Smiles to the Table

To appeal to our new target audience, we wanted messaging that would frame Maruchan’s easy-to-prepare products as the key to spending less time in the kitchen and more time with family. From this, Maruchan “Brings Smiles to the Table” was born and then deployed across broadcast, social and web in places working moms would see it.

Web
Platform

Launched A New Maruchan.com

We created a more playful, modern experience highlighting family time. While always staying true to kawaii, the site features a range of products from traditional favorites to new innovations. Leveraging the Maruchan story reinforced the brand’s focus on consistency and quality, while its new look and feel made introducing new flavors and innovations feel organic.

Social

Crafting Our Voice

We crafted a social tone and voice that spoke to working moms in a way that felt not only authentic and natural, but fun and engaging. To accomplish the overarching goal of bringing family together, we talked up how our easy-to-make products allowed her to spend less time cooking and more time with loved ones.

Our creative platform of “Bringing Smiles to the Table” coupled emotional elements like family time with passion points like great taste and convenience.

BroadCast
& Video

Dinner Conversations

“Dinner Conversations” (seen below) showcased both the appetizing nature of the product and its ability to bring you and your family closer. In Japan, slurping is a compliment — an indicator that the meal is delicious. A second spot, “So Quick,” demonstrated that not only is Maruchan easy to make, but the addition of just a few simple ingredients allow Mom to show off her culinary skills while providing a complete, healthy meal.

As Maruchan expanded its reach within this new audience, total awareness KPI’s increased dramatically. Additionally, social engagement doubled, proving that the messaging and creative resonated with a wide variety of users in this segment.

+8.4M

Avg. Social Impressions per Month

+122M

Total Digital/Broadcast Impressions

+93%

Previous Social AOR’s Monthly Interaction Avg.

+120%

Total Interactions YoY

+30x

Previous Social AOR’s Monthly Impression Avg.

+61M

Digital/Broadcast Impressions per Year