Attract new and returning Gen Z guests to Noodles and Company by introducing the brand’s new limited-time signature dish—Chili Garlic Ramen.
Insight
Ramen “hacks” are increasingly popular amongst Gen Z on social media, with the search term “ramen hack TikTok” increasing +350% in the last 12 months according to Google.
Strategy
We partnered with five Gen Z “flavor chaser” creators on TikTok and Instagram to position the new Chili Garlic Ramen at Noodles and Company as the ULTIMATE ramen hack—no mess, no hassle, just bold and craveable flavors. We briefed creators to use platform-native elements, such as split-screen editing or “stitching” their own former hack content to highlight the superiority of dining out or ordering in.
The campaign surpassed brand goals and benchmarks, delivering:
Comments proved…
