Artistry. Imagination. Storytelling.

Noodies (BIDCO Africa)

Challenge

In a crowded instant noodles category driven by price and convenience, differentiation is limited. Though widely consumed, the product is seen as functional, lacking emotional relevance with younger and everyday consumers.

Objective

Reframe Noodies as more than convenience, a brand that fits into daily life, elevates small moments, and drives awareness, trial, and repeat purchase.

Approach

Conceptualised “Slurp it up,” a campaign to position Noodies as a companion to everyday occasions.

The campaign used humour, relatability, and creator-led content, supported by influencer collaborations and on-ground activations to drive trial, engagement, and strong, sustained visibility.

Art Director: Kiama Mureithi
Head of Copy: Allan Wakori