Yup to the Cup

The cup noodle category is crowded... really crowded. And that was a problem for Fantastic Snacks. But rather than just stand out – our solution, own the cup, own the category.

For Fantastic to become the go to brand for cup noodles, we needed to connect with the key demographic of 13 – 24 year olds, a group who spend a lot of time watching super quick, super catchy, user-generated music and dance videos on Tik Tok and other social media platforms.

Based around our original song ‘Yup to the cup Fantastic’ we worked closely with our client to create an integrated campaign that spoke to our audience in their language.

After launching on TV and out of home, we created custom content across social platforms. Instagram, Facebook, Tik Tok, GIFS, and a two minute cup countdown to watch while you wait for your noodles to cook. And as we connected with our audience, they connected with us.

Within a week of launching on Tik Tok, our ad had reached over 2M viewers with over 110,000 likes and copycat clips appearing across other social channels.

And the campaign results – top of mind more than tripled to 22%. Unprompted awareness increased to 14% just behind category leader Maggi on 19% – huge numbers in a packed FMCG category after just one burst of activity. But the real icing on the effectiveness cake is that prompted recall of “Yup to the Cup” is at 94%.

So now when people think cup noodles, they think Fantastic.