Maruchan Rebrand

Role: Led Strategy

Maruchan is one of America’s favorite instant ramen brands but needed to be more than a college food staple. They wanted to reach new consumers, grow the category and raise brand awareness. We developed a campaign that not only looked to create an emotional tie to the brand around family time, but also make Maruchan mean more than inexpensive convenience.

The Condensed Brief:

Challenge: Create am emotional tie with Cheap/convenient food

Audience: Stressed and trying to please

Cultural Insight: The chase for perfection results in working too hard (For Parents)

Hook: Parents want to feel Wanted. Not just Needed.

How might we show: With Maruchan, meals are made so simple - you will have more time to enjoy with your kids