Signed by Lew’Lara\TBWA, the campaign includes a 30″ film for TV and six 15″ versions for social networks
Adria launched a campaign highlighting that the brand’s ramen uses a pre-cooking step with hot air, unlike its competitors, which use frying. With the concept “the competitors are fried”, the film simulates the competitors’ reaction to get rid of the problem.
Signed by Lew’Lara\TBWA and produced by Paranoid and Antfood Music & Sound Design, the ad uses a relaxed tone to satirize meetings and the corporate environment of executives from other brands trying to dodge innovation, using the expression “it’s fried”. “The campaign aims to inform consumers that it is now possible to find a ramen option with details that make all the difference, such as the elimination of frying, bringing a different version of the food to everyday life than most”, says Luciana Ribeiro, category manager at M. Dias Branco, the company that owns Adria.
“The campaign is a series of fun, unusual stories that portray what the competition would be like when they discovered Adria’s latest innovation. Humor was our weapon to dramatize how desperate the competitors were with this launch. At the same time that we show how they fell behind, we reinforce the great difference of Adria’s new ramen”, explains Rodrigo Tortima, executive creative director of Lew’Lara\TBWA.
The campaign includes a 30″ TV spot, as well as six 15″ versions for social media.