We developed Maruchan’s new U.S. brand strategy and campaign. During the height of the pandemic, the company sought to stay top of mind among consumers despite supply chain problems. Through primary and secondary research, I identified these findings:

• To alleviate unprecedented stress, people were eating comfort foods. In fact, research showed those turning to comfort foods for solace seek to satisfy emotional needs, not hunger. They want to escape negative emotions and counter feelings of isolation.

• Comfort foods do those things since they actually trigger a sense of happiness and connectedness.

• People in the U.S. increasingly considered ramen to be among the ultimate comfort foods.

These findings led to my insight: “Especially now, people eat ramen not just to feed their stomachs, but their spirits too.” And my simple strategy was “Maruchan warms you.” This strategy encapsulated the mix of reasons our target loved ramen: fun and indulgence -- as well the emotional benefits it provides as a comfort food, which while more pronounced during the pandemic were also enduring qualities for a long- lasting brand strategy. Our campaign led to a "Where to Buy” website traffic increase of 188% and a 224% increase in product searches.

Brand & Creative Strategy