SITUATION

Nongshim launched its new product Shin Ramyun Toomba in 2024, inspired by the Toomba Modisumer (portmanteau of words ‘modify’ and ‘consumer’) recipe using Shin Ramyun, designed for easy enjoyment. A launch campaign ran in September, followed by the need for a boosting campaign.

Considering the buzz around Netflix's <Culinary Class Wars>, Nongshim sought to collaborate with a chef to boost interest in the Shin Ramyun Toomba product.

SOLUTION

Chef Edward Lee, who garnered the most love and sparked the highest buzz among the chefs appearing on <Culinary Class Wars>, was selected as the model. Through a preliminary interview, we learned he has been an avid fan of Shin Ramyun products, and we also confirmed his proactive spirit of challenge, wanting to unleash his creativity through Shin Ramyun products.

Adopting a 1:1 interview format with the chef for the Shin Ramyun Toomba product, we created a creative piece where viewers could hear the chef's genuine thoughts about Shin Ramyun Toomba. Leveraging the chef's professional expertise, we developed Edward Lee's Shin Ramyun Toomba special recipe. This ensured that after watching the video, the target audience would follow the recipe and naturally proceed to purchase.

RESULTS

The campaign video achieved approximately 18.38 million online views.

Two versions were produced, creatively replacing the unique value of the Shin Ramyun brand and the distinctive identity of Shin Ramyun Toomba with Korean Lee Kyun and Chef Edward Lee. Both versions received favorable feedback from the client, leading to the decision to air them simultaneously.

Based on the model's authenticity and combining advertising elements at an appropriate level, the content generated positive online sentiment from a credibility perspective, with viewers stating, “It's an ad, but you can trust the product and eat it.”