Nissin Foods, the largest manufacturer of instant noodles in Japan, has tapped JWT Hong Kong to handle advertising duties for its best-selling Cup Noodles brand for the Hong Kong market.
Nissin Foods introduced the world to instant noodles when it launched its instant “Chicken Ramen” brand product in 1958, creating an entirely new category of packaged foods that’s become staple in households worldwide. The company went on to introduce the world’s first cup-typed noodle product in 1971.
Nissin Foods, which is the dominant market leader in Hong Kong’s instant noodle category, has aggressively expanded Cup Noodles portfolio in recent years, launching the Mini Cup, Big Cup and a frozen rice line.
JWT Hong Kong, which won the pitch against two other agencies, will create an integrated campaign that encompasses below the line, print, TV and digital executions, to refresh and heighten the brand image as well as their affinity with consumers.
“We are very honored and proud to partner a household name in Hong Kong. We all grow up with Nissin’s instant noodles. We are excited to have a chance to help escalate and expand the affinity of the brand with consumers, and help expand the franchise by creating new points of motivation for consumers. We believe our proposal offers the insights and ideas to do just that,” said Dennis Wong, JWT Hong Kong’s CEO. “We look forward to developing a long term, successful and happy partnership with Nissin for years to come.”