Brief Explanation

The Kung-Fu of Noodles campaign was an integrated marketing campaign aiming to enhance the awareness and the authentic local Sichuanese taste of KSF Pickle noodles. KSF Pickle Noodles targets young adults, mostly male. They are heavy users of instant noodles. Games and entertainments are their favorite. Our strategy was to leverage “Kung-Fu Panda 3” to plan a ubiquitous and entertaining experience so that consumers would be interested in viewing and participating. We chose Kung Fu Panda 3 for a comprehensive cooperation because we believe that in a successful content cooperation, it is important to find the perfect link between the stories of the brand and the entertainment content. The creative concept started from Kung-Fu Panda Po’s background. Po was born in Sichuan and grew up in a family that owned a noodle shop. With his Kung-Fu and identity as the “Dragon Warrior”, we transformed the 32 steps of making KSF pickle noodles into 32 Kung-Fu moves of the Dragon Warrior to deliver an authentic Sichuanese Cuisine image. We used a brand video as the core of the campaign and around it there are TV commercials, outdoor ads, social engagements, PR, in-store display, road shows and sales promotions. The video was released on major video websites, and a short version was aired on TV and outdoor media. We then designed the 32 gif images of “Kung-Fu Noodle” moves to release on social media and created action figures of Po as promotional gifts. The product packaging acted as an entry point for social networks connecting cinemas, e-stores, mobile apps, video sites and other effective touch-points. Consumers buy the product, scan the QR code on the packaging to enter the H5 interactive game to win the premium or a trip to the U.S. DreamWorks. The campaign was a huge success for both brand awareness and sales results.