Nissin Miojo invited three chefs to prepare recipes with the product, thus creating a special menu to celebrate the Miojo Day.We released the news firsthand to an influent journalist and a radio program. After this disclosure, the subject was discussed in many media vehicles during the week preceding the date. To further reinforce the action, we adopted a media strategy to appear on all pages of Abril Publishing Company, one of the largest communications groups in São Paulo. Thus, we transformed Miojo into the subject matter for over a week.The endorsement of chefs and the improbable association with haute cuisine was all we needed to generate buzz, make the date known and make people aware how much they liked and how much they related to this product.

Returns equivalent to US$ 1,000,000.00 in spontaneous media.Hashtag #Diadomiojo was a trending topic the whole day long.Chefs from other restaurants - who were not invited to participate - created their own version of Miojo Day and included specific recipes in their menus.The traffic at Nissin’s site increased 800% as compared to the same period in 2011.5% Market Share increase in São Paulo city (event’s marketplace)