Maruchan Ramen Campaign

Ramen is the go-to food for people without much money, convenient eaters, and broke college students. It's not viewed as a great food choice, but more of the last option. While on its own it's not favored, but as a complement to a great meal, that could get people's attention.

The goal was to find more ways to advertise Maruchan as a versatile meal. Along with many other meals and foods, this boring packet of ramen can easily be made into something that will shine from other meals.

Print Ad

I had a hard time figuring out how to make ramen sound more appealing than it is. When I think ramen, I can imagine a poor college student eating up for lunch and dinner most nights. That lead me down the thought process of what else students eat. Takeout, fast food, if lucky parents will send a care package of goodies to eat.

But if food is such a scarcity for students, they must savor every last bit of it. Leftovers are very important to college students. The ability to heat up meals and eat them makes it much more convenient than having to spend any money.

Then, going back to the question of how to package ramen as a versatile meal, why not have ramen with your leftovers? It's not having boring leftovers or ramen, but a new meal is made of them. The combination to add in any leftovers you have with ramen to make a new meal, you'll be your own chef serving up delicious dinners.

Execution

After creating a print ad, I was then tasked to come up with a landing page, a pop-up email subscription, and a new subscriber email. This would serve as mocks for if someone were to subscribe to their email list and see new recipes you could try with leftovers added with ramen. I found a new word that utilizes the ability to catch people's attention while reading over the recipes.

Making it sound like an action, I came up with "Ramenize". You can "Ramenize" your leftovers, asking people in their email "Ready to Ramenize?", and for the pop-up email, getting people ready by saying, "Let's Ramenize". The new, bold way to freshen up your cooking with leftovers, why not Ramenize?