Strategy
The Situation
In the era of COVID-19, people are stocking up on basics. Packaged, non-perishable foods are in high demand, and people are buying in excess. Some brands have pledged to support consumers in ways that make sense for their specialties. Most basic packaged food brands, including Maruchan, have remained passive throughout the pandemic. This has left consumers uncertain and buying in panic.
The Problem
Maruchan is failing to remind and reassure its consumers that Maruchan purchases offer an affordable, non-perishable source of food security.
The Goal
We want to prove to existing ramen fanatics that Maruchan ramen is taking a leadership role in the crisis by feeding both individual and large-scale hunger.
Creative
Maruchan: Official Sponsor of the National Lockdown
Manifesto
Lockdown means stock up, and that’s why Ramen is sponsoring the national lockdown. We are heading into uncertain times, even hungry times. The nation is hungry for more than food. It’s hungry for human connection. For personal growth. For entertainment. For normalcy. Armed with recipes, crafts and activities, we are here to help you through this next few… however long.
United by hunger, we can stand tall and stay home, together and apart, connected in isolation. We aim to feed and foster a nation in quarantine because this isn’t about a pandemic—this is about humanity.
Landing Page
How do we feed a hunger that goes beyond food? Maruchan answers to hunger on its landing page dedicated specifically to its sponsorship of the national lockdown.
We plan to link to this page for all communications relating to the sponsorship. This will help to encourage consumers to try something new and to consider Maruchan a brand that is taking a proactive approach in the pandemic. The site mentions an initiative Maruchan will take to donate 1 million meals to feed hunger in 2020.
