How to Cook Luxury Noodles | Clapboard Ad Archive

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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.

Credits

Client

BigBon

Agency

BBDO CA

Production House

Chilly, Almaty, Kazakhstan

Director

Kostya Sobol

Creative Director

Igor Golushko, Kolya Shkoda

Art Director

Renat Poposhev, Elena Nikulushkina, Eleonora Kist

Copywriter

Kolya Shkoda, Daria Priezzheva

Account Management

Kseniya Zhanokova, Yulia Yugay

Category Mind Map

48%

The campaign for BigBon’s premium Tien Shan instant noodles aimed to reposition the brand by emphasizing a luxurious and indulgent experience, differentiating these products from conventional instant noodles. The core proposition conveyed is that preparing BigBon’s Tien Shan line is an elevated culinary ritual that demands special attention to unlock its full flavor potential, thereby inviting consumers to treat themselves to a premium, sophisticated instant meal rather than a basic convenience food. The market strategy addressed two key challenges: the short, often mundane nature of cooking instant noodles, which limits viewer engagement, and the absence of a compelling communication angle in typical tutorial content. To overcome this, the campaign introduced an entertaining narrative device—a charismatic, wealthy Asian character, Mr. How To Cook—who metaphorically links success and indulgence to the proper preparation of BigBon’s WOK and Ramen noodles. This creative choice transformed the instructional video from a utilitarian guide into a memorable story that generates positive emotional resonance, making the brand more distinctive and relatable. By blending humor with lifestyle aspiration, the campaign connected with consumers seeking not just convenience but an elevated instant dining experience. This innovative approach effectively raised awareness and redefined consumer perceptions, positioning BigBon Tien Shan as a luxurious choice in the instant noodle category.

FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience. This campaign most closely fits the Presenter Testimonial format. The humorous character "Mr. How To Cook" directly addresses the audience, presenting himself as a wealthy, knowledgeable figure who shares the “secrets to success” by instructing viewers on how to prepare BigBon’s luxury noodles for maximum flavor. Although there are story hints (his persona, references to life and business), the emphasis is on educating viewers, blending instruction with personality-driven delivery. No full narrative arc or heavy symbolism emerges; instead, the brand relies on a charismatic presenter to guide, inform, and engage—hallmarks of this format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Rollton – Positioned as an affordable and reliable instant noodle brand, Rollton emphasizes convenience and consistent taste, targeting budget-conscious consumers seeking quick meal solutions without compromising on flavor quality. 2. Maggi – Leveraging global recognition, Maggi focuses on trusted recipes and quick-cook versatility, appealing to families who value easy-to-prepare meals with familiar, comforting flavors and nutritional enhancements. 3. Mivina – Differentiates through a broad flavor portfolio and accessible pricing, catering largely to younger consumers seeking variety and affordable taste options with localized flavor adaptations in Kazakhstan and surrounding markets. 4. Doshirak – Known for its on-the-go packaging and distinctive taste, Doshirak targets active, urban consumers prioritizing convenience and portability without sacrificing the traditional instant noodle experience. 5. Samyang – Positioned as a premium spicy noodle offering, Samyang captures niche consumers who favor bold, intense flavors, often marketing through viral challenges and trends to build a youthful, adventurous brand image.

Q: What is HOW TO COOK LUXURY INSTANT NOODLES? about? A: HOW TO COOK LUXURY INSTANT NOODLES? is a 2023 film campaign created by BBDO CA for the Kazakhstani brand BigBon. It promotes BigBon’s premium Tien Shan line of instant noodles by educating consumers on the proper preparation method to unlock maximum flavor. The campaign uses humor and a charismatic character, Mr. How To Cook, a wealthy Asian man who shares his secrets to success through cooking these noodles. The goal was to elevate the brand’s image from basic instant noodles to a luxurious, indulgent culinary experience, making the preparation process memorable and engaging for viewers. Q: What creative device does HOW TO COOK LUXURY INSTANT NOODLES? use? A: HOW TO COOK LUXURY INSTANT NOODLES? employs the Presenter Testimonial format as classified by Clapboard’s 12-format taxonomy. This approach features the humorous character Mr. How To Cook directly addressing the audience, blending instructional content with personality-driven delivery. The campaign relies on this charismatic figure to present the product benefits and preparation secrets, combining education with entertainment. Rather than a traditional tutorial, the format uses a personable presenter to engage viewers, making the brand message more relatable and memorable through a direct, testimonial-style communication. Q: What is the campaign proposition for HOW TO COOK LUXURY INSTANT NOODLES? A: The campaign proposition for HOW TO COOK LUXURY INSTANT NOODLES? positions BigBon’s Tien Shan instant noodles as a premium, indulgent product that requires special preparation to unlock its full flavor potential. It targets consumers who seek more than convenience in instant meals, inviting them to treat themselves to a sophisticated culinary ritual. This strategic positioning differentiates BigBon from conventional instant noodle brands by emphasizing luxury and lifestyle aspiration, thereby elevating consumer perceptions and encouraging a more mindful, enjoyable cooking and eating experience. Q: How does HOW TO COOK LUXURY INSTANT NOODLES? rank in Clapboard's archive? A: HOW TO COOK LUXURY INSTANT NOODLES? holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining humor, education, and brand repositioning within the food industry, particularly in the context of instant noodles in Kazakhstan. Q: Who are the competitors in BigBon's category? A: In BigBon’s instant noodle category, key competitors include Rollton, which targets budget-conscious consumers with affordable and reliable noodles emphasizing convenience and consistent taste. Maggi leverages global recognition to appeal to families seeking trusted recipes and quick versatility. Mivina differentiates itself through a broad flavor portfolio and accessible pricing, attracting younger consumers with localized tastes. Doshirak focuses on active, urban consumers by offering on-the-go packaging and distinctive flavors. Samyang occupies the premium niche with bold, spicy noodles marketed through viral trends to adventurous, youthful audiences.