M12. E-Commerce

Media Awards

How does one re-ignite interest in a mass, low-end packaged old noodle brand and bring it back to growth, especially among the increasingly sophisticated and health-conscious, modern youths?

This was exacerbated when we had to activate the campaign during Chinese New Year (CNY) – a cultural festival that celebrated aged-old traditions and could take the brand further away from the modern make-over it badly needed.
Master Kong gave a new spin on old traditions by combining centuries-old cultural icons with new-age elements that excite Chinese youth, creating the perfect recipe that transformed an instant noodle from a 6-rmb everyday food item to a must-have luxury sold at 1,481x the usual price.

This audacious move broke every category barrier and norm – not just for noodles but for the whole packaged food category – skyrocketing the product value beyond imagination, achieving 100% growing sales.

  • Prizesilver
  • Campaign TitleThe Makeover of the Four Immortals
  • AgencyBBDO China
  • Credit Client BrandKSF Express Noodles
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