ABOUT

Brief: After speaking to our consumers & digging deep into what drives shoppers to buy our itsu rice’noodles - an overwhelming response was that the decision was made at fixture.

Solution: With this information, we needed to make our noodles stand out against competitors, hence the birth of the on-pack competition. Aiming to draw in shoppers to the range, we invited buyers to win a huge prize of a £10k trip to Japan. To promote this incredible prize, we created the beautiful limited-edition packaging, along with marketing working hard to implement this across multiple touch points including in store POS, retailer featured secondary space, print advertising, online banners, and paid social ads. The standout competition designs were consistent across all touchpoints and we sold over an incredible 1M cups.