HOW TO COOK LUXURY INSTANT NOODLES? - BigBon | Clapboard Ad Archive

BigBon’s 2023 campaign HOW TO COOK LUXURY INSTANT NOODLES? created by BBDO CA in Kazakhstan breaks new ground in food advertising by repositioning the brand’s premium Tien Shan instant noodle range as a sophisticated, indulgent culinary experience rather than a simple convenience food. The campaign tackles the challenge of educating consumers on the more nuanced preparation required to unlock the full flavor potential of BigBon’s WOK and Ramen noodles, which cannot be mastered with the usual quick water pour and five-minute wait. Recognizing that traditional tutorial videos lack engagement and fail to create an emotional connection, the agency introduced Mr. How To Cook, a humorous and charismatic wealthy Asian character who delivers the cooking instructions infused with a lifestyle narrative about success and indulgence. This inventive use of personality-driven instruction transforms the educational content into an entertaining, memorable experience that elevates the product above commodity status. By directly addressing the audience with a confident and entertaining presentation, the campaign fits squarely within Clapboard’s FORMAT#7—Presenter Testimonial, effectively blending practical guidance with aspirational storytelling. The two video assets directed by BBDO CA avoid the pitfalls of mundane food tutorials by combining humor with the implicit message that preparing BigBon’s Tien Shan line properly is a secret worth knowing, tying culinary technique to personal achievement. This approach resonates with consumers looking for an elevated instant meal that offers both flavor and a sense of occasion, distinguishing BigBon from competitors like Rollton and Doshirak who emphasize convenience or affordability. The campaign’s creative clarity and audience engagement contributed to its success in shifting brand perception and increasing awareness of BigBon’s premium offerings. Clapboard rates this campaign 63/100. This campaign matters because it demonstrates how food brands can transcend functional product communication by leveraging character-driven storytelling to reframe instant noodles as a luxury lifestyle choice that demands consumer attention and care.