The campaign has three strategies: film, promotional action with consumers and activation with digital influencers
Nissin Foods do Brasil launched a new campaign with the objective of encouraging the preparation of lmen with leftovers from the weekend meals, among them the most popular in the country, such as barbecue and feijoada.
The new campaign, called Restodontojo, has three strategies: film, promotional action with consumers and activation with digital influencers.
The film brings back a famous character of the brand, Lamenzinho, who acts as narrator, telling the story in a funny way and speaking super fast. The story features a person opening the fridge, taking the leftovers from the weekend and showing how easy and simple it is to prepare the noodles with what was left over from yesterday.
“There are hundreds of reasons why ‘restodont’ matches Miojo. And we want to use ‘hyperlinks’ to explain them all together, showing how things and people are connected and that, in this way, they evolve together. Each one has their own recipe and has certainly tried several combinations with Nissin Lmen. The idea is to generate conversation so that we have less and less food waste and more and more rich and tasty combinations”, said Kojiro Tanoue, Executive Creative Director at Dentsu Creative.
The campaign will run until November 21 on TV Globo, Globosat and on the main social networks, such as YouTube, Instagram, TikTok and Facebook.
With the piece, consumers will also be encouraged to create dishes with lumen and leftover food through a promotional action that starts in November and takes place on the brand’s Instagram. Restodontojo’s most creative recipes will win a talking Lamenzinho doll. The action with influencers will focus on inventing recipes and they will transform, each in their own way, the leftovers from everyday life.
Food waste is a focal point behind this initiative. With this campaign, in addition to encouraging the creation of smart, practical and tasty dishes, we seek to inspire people and make them aware of reusing food, making original recipes even more special, added Ana Fossati, Nissin Foods’ Marketing Manager Brazil.
