As a child you’re taught not to play with your food. Just eat it with good manners, even the broccoli you’ve been pushing around your plate for 15 minutes.
A new campaign for instant noodle brand Myojo, under the creative instruction of Singapore’s The Secret Little Agency, turns that old adage on its head.
From ‘Lazy River Sunbathers’ to ‘River Monsters Attack’ and more, Myojo is asking consumers to get creative with their instant noodle bowls, offering recipes and ‘instructional’ videos on how to jazz up what is essentially a meal of hot water, beige carbs and flavoured stock.
The humble instant noodle is anything but in Singapore, with so many brands competing for extremely hard to please consumers. On blogs, across social media, in offices and classrooms, the relative merits of different instant noodles brands are argued over with the passion and intensity of presidential debates.
TSLA and Myojo, therefore, needed a way to cut through, and designing fun-filled artistic recipes was the winner. The icing on the cake was, of course, a competition. Consumers are asked to upload their Myojo creations to win prizes, and social media has since taken over.
Consumers can even buy a replica of the bowl featured in the ads, together with additional props, moving the Myojo brand beyond the noodle packet into a permanent home fixture.
To create such buzz in what is a highly competitive and, let’s face it, rather bland food sector, is worthy of praise. And if it helps families get more fresh vegetables into their diets, then Ad Nut is happy to canoodle with instant noodles too. (Sorry).
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