Cannes Lions

NISSIN MIOJO

F/NAZCA SAATCHI & SAATCHI, Sao Paulo / NISSIN FOOD PRODUCTS CO. / 2013

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Case Film

Overview

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Credits

Overview

Description

The health lifestyle the population has been adopting versus the association the product gained with “fast food” was becoming a threat. Since 2011, we have launched an action every August 25 to change that perception: Miojo Noodle's Day.

Execution

What if the most unlikely dish that could be found in a cookery book signed by great chefs? Nissin presents: “My Miojo – Recipes and Stories”. On August 25, 2012, Nissin launched Brazil’s first book about instant noodles in major Brazilian bookstores. It was a compilation of Miojo stories and recipes from 14 of the country’s most important chefs. The book was sold inside a special package, imitating the little packets of flavoring that come inside the miojo instant noodles when consumers buy the actual product.

Outcome

Results of the action on 2012:

Book: 1,005 copies sold in 3 months | US$ 14,000 raised for the NGO

"Miojo Vending Machine" in subway: 68,000 people impacted. Almost one thousand people took part of it.

Facebook: 1,844 accesses to the app | 17,508 unique views of the page | 2.74% increase in number of fans on the fanpage)

Free media:

Radio: US$ 23,276.00

Internet: US$ 5,171,582.00

TV: US$ 431,740.00

Print Media: US$ 408,500.00

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