NISSIN FOODS DO BRASIL launches a new campaign with the objective of encouraging the preparation of ramen 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 talking super fast. The story features a person opening the fridge, taking the delicious leftovers from the weekend and showing how easy and simple it is to prepare noodles with “what’s left of yesterday”. The video has a lot of information, passed quickly and irreverently, and that can be explored at a slower speed, to discover new things each time you watch.
Just like the character in the movie, consumers will also be encouraged to create dishes with ramen and leftover food through a promotional action. The most creative “Restodontojo” recipes will win a talking Lamenzinho doll. The action, which will start in November, will take place on the brand’s Instagram and to participate, simply access the regulation and follow the rules.
Check out the video:
The campaign will run until November 21 on TV Globo, Globosat and on the main social networks, such as YouTube, Instagram, TikTok and Facebook. Kojiro Tanoue, Executive Creative Director at Dentsu Creative, comments:
“There are hundreds of reasons to explain why “restodontê” goes with noodles. 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. So it is with food. Each one has its own recipe and certainly has tried several combinations with Nissin Lamen. The idea is to generate conversation so that we have less and less food waste and more and more rich and tasty combinations.”
Action with influencers + leftover food
The action with influencers will focus on the invention of exclusive recipes. They will transform, each in their own way, everyday leftovers into delicious and innovative dishes. The idea is to create a unique mix with noodles using leftover foods that don’t seem to match, but that will result in an ingenious, attractive and playful meal.
Ana Fossati, Marketing Manager at NISSIN FOODS DO BRASIL, points out:
“Food waste is a point of attention 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 the reuse of food, making the original recipes even more special.”
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