Taking the world’s leading noodle brand back to the retro-future through standout social

The Brief
The Indomie team approached us with the goal of significantly amplifying their brand awareness and boosting audience engagement in the UK. They wanted to ensure that their organic social media presence not only showcased their incredible products but did so in a way that was visually enticing, social-first and on brand, creating new Indomie fans in the process. 

What We Did
We wanted to make Indomie’s brand fun, approachable, and visually appealing to a wider audience. At the heart of our approach was the understanding that sometimes, you just want to whip up a delicious meal in a flash. We focused on showcasing Indomie’s products as the perfect solution for those moments, blending ease of preparation with mouthwatering flavour in a way that resonates with busy, everyday cooks.

Our strategy centred on the nostalgia people feel when they enjoy Indomie, from the product to the retro-futurist packaging which we think is culturally iconic. We relaxed some of their guidelines for social, creating a different style of art direction for studio shoots that included a more stylised and curated type of content. From retro vibes, flash photography and brightly coloured backdrops, the end style is bright, commercial, playful, and slightly surrealist at times.

Our campaigns were strategically timed to align with key moments in the UK calendar, from the vibrancy of summer to the warmth of festive holidays like Christmas. By harnessing the power of seasonality, we ensured our messaging was timely, relevant, and resonated deeply with the audience.

Our focus shifted to the benefits not features of the product – how eating the noodles makes you feel, the enjoyment they deliver. Quick fire Reels, recipes and how to’s sit alongside memes and trending content that provoke a reaction (we even made noodle ice lollies). Our goal was to persuade the brand to take itself less seriously and connect with their audience in an authentic way. 

The Results
Our collaboration with Indomie has been a resounding success, yielding impressive results that have significantly boosted the brand’s presence on social media. We consistently rolled out sleek, social-first content that delivers results.

The success of our campaigns didn’t just stop at social media. It sparked a wave of interest from influencers, who are now excited to team up with Indomie to craft new and inventive recipes. As a result of our efforts, Indomie has emerged as a standout brand in the crowded noodle market, appealing to a wider audience with products that not only taste delicious, but also offer the convenience of creating a delicious meal in just three minutes.