Nongshim USA needed help reaching the Hispanic market in the U.S. and turned to Ignite Design and Advertising. Currently available in over 90 countries, Korea’s leading ramyun maker, Nongshim, wanted to make Shin Ramyun Korea’s first food item sold in over 100 countries, thus becoming the world’s No. 1 food company.
Ignite developed a comprehensive approach for Nongshim USA corporate objectives which utilized the core principles of branding, strategic planning, advertising, interactive media, marketing research, and search engine optimization (SEO).
Through the use of a multi-platform media plan including production of Nongshim’s first multicultural TV campaign, outdoor, digital/online marketing, and live on-site tasting events, Ignite successfully increased awareness of Nongshim USA’s Shin Ramyun product among Hispanic consumers in Southern California and South Texas.
Ignite was able to capture this new target audience by bringing humor and the unexpected playful interactions between a father and son and mother and daughter, to help the essence of the Shin Ramyun brand resonate as a great option for quick, convenient, and quality family meals. The campaign included a 30-second TV spot, a 1-minute “Tu Sazon” Univision segment that is popular for its “secret” and new information, and a 1:30 Despierta America segment, which featured well-known actor Dario Soler playing the father.