BMB marks festival season with Korean noodle pop-up
At London’s Taste Festival, BMB introduced new audiences to Shin Ramyun.
Georgie Moreton
Deputy Editor, BITE CreativebriefNongshim
SHIN RAMYUN is Korea's favourite instant noodle, but the average UK consumer are used to the same stodgy stuff they've been buying for years. To get the British public to trade up to Korea's iconic noodles, we created a pop up at London's most iconic food festival.
- Agency:
- BMB, London
Sector
Food & DrinkFestival season is officially underway, and for brands that means experience and connection.
Agency BMB helped to introduce Korea’s best-loved noodle brand, Shin Ramyun, to new audiences at London’s Taste Festival with a noodle-inspired interactive pop-up activation.
Designed as a celebration of K Culture, the pop-up invited visitors to taste two new noodle flavours and engage in some noodle-themed games. Paired with music, the dynamic pop-up invited audiences into the spicy world of Shin Ramyun, bringing the streets of Seoul to Regents Park.
“Shin Ramyun is a household name in Korea, but not yet widely known in the UK,” said Matt Bonny, Managing Partner at BMB. “We wanted to create an experience that gives Taste Festival goers a little insight into everything that makes SHIN so popular and hopefully turn them into superfans as well.
Visitors could taste two new noodle flavours, original SHIN is soup-based, and Toomba, noodle-based. The brand is famous for its spicy flavour and rich broth, a staple of Korean instant food culture. The range is identifiable by its iconic red and black packaging and Hanja character "辛" which means "spicy". The branding was prominent in the design of the pop-up.
Alongside the pop-up retail out of home and ad vans ran close by to the festival. Media was planned and booked by media agency, December19.
Immersing visitors into the world of Shin Ramyun, the experience invited audiences to engage with the brand on a deeper level than they might via traditional advertising.
“Experiential marketing turns passive viewers into active participants, and we felt it was really important to give people the chance to actually taste the brand. Unlike a more traditional advertising campaign, we hope that this approach will cut through and help drive sales, closing the gap between discovering the brand and purchasing it,” added Bonny.
Serving up a taste of Korea, the activation underlines how festival marketing can help to create memorable experiences for audiences.
