New Noodles & Company Biggest Fan Campaign Highlights Diverse Menu
By thelaegotist / /
The national campaign recently kicked off using video, social, web and display on YouTube, CTV, Facebook and Instagram as well as programmatic and social and digital banners
Noodles & Company is out with a new campaign showcasing the celebration of trying a new favorite dish for the first time and highlighting the benefits of breaking routine at mealtime.
In a national 30-second spot created by marketing agency Fortnight Collective, a Noodles & Company waitress snaps a Polaroid of a smartly dressed Gen Z customer as he tries a new dish. Taking the photo, he says, “You can only try a dish for the first time once” and pulls out a scrapbook documenting his different “first” pasta dishes offered at the national chain and ending with his first Wisconsin Mac & Cheese.
The waitress opens a locket hanging from her neck to show a photo of said mac and cheese: “This was mine,” she says, to which he replies in awe, “You get it.”
“Noodles & Company was not getting the credit they deserved for their incredibly diverse array of menu options,” said Adam Chasnow, chief creative officer at Fortnight. “Our campaign aims to solve that misconception and, as a result, increase the frequency of guest visits given their menu’s ability to satisfy any appetite or craving.”
The campaign launched in 31 states on Feb. 14. It’s using video, social, web and display on YouTube, CTV, Facebook and Instagram as well as programmatic and social and digital banners. Besides :30 and :15 “Biggest Fan” videos, Fortnight also created :30 and :15 food-focused videos.
To encourage trials of its menu, Noodles & Company offers a Noodles Goodness Guarantee to replace any dish that didn’t quite do the trick. Later this year, the brand will debut a revamped, even more rewarding loyalty program.
“While choice is great, sometimes so many options can make our menu feel overwhelming,” said Stacey Pool, chief marketing officer at Noodles & Company. “This can force guests to default to ‘the usual’, and while there is nothing wrong with having a favorite dish, we also want to expose our guests to the breadth of our menu. We chose to embrace this tension and highlight the benefits of breaking routine. By positioning our vast menu as an opportunity for exploration, we unlocked a way to celebrate the ‘first time’ you try your new favorite dish.”
Fortnight won the business in 2020 and kicked off Noodles & Company’s “Uncommon Goodness” brand positioning, which points to its reputation for culinary innovation, fresh made-to-order dishes, extraordinary team-member benefits, rewards offers, unique guest experiences and positive impact on communities.
Hungry Man Productions’ LJ Johnson directed this latest “Noodles’ Biggest Fan” work. Consistently voted one of the top commercial production companies globally since its 1997 inception and winner of multiple industry awards, Hungry Man represents 30 directors and has offices in New York, Los Angeles, London, and Rio.
Fortnight Collective:
- Andy Nathan, CEO & Founder
- Adam Chasnow, Chief Creative Officer
- Devin Reiter, President
- Matt Kubis, Creative Director, Art Direction
- Mona Hasan, Creative Director, Copy
- Doug Kohnen, Collective Creative Director, Art Direction
- Jen Kubis, Senior Brand Manager
- Jess Welander, Senior Brand Manager
- Tucker Kavanagh, Brand Supervisor & Producer
Noodles & Company
- Stacey Pool/ CMO
- Stacy Moss / Director of Brand Marketing
- Jess Hanner / Director of Integrated Marketing & Creative Services
- Emily Sheridan / Creative Services Manager
- Ali Fredericksen / Integrated Marketing Specialist
Hungryman Productions, LA (Production)
- LJ Johnson, Director
- Hector Rodreguiz, Photographer
- Caleb Dewart, Executive Producer
- Eugene Sapp, Line Producer
Hungryman Productions, NYC (Editorial)
- Editor – Mike Feldman
- Post Producer – Franchesca McDowell
Royal Muster, LA (Color)
- Roslyn Di Sisto, Senior Colorist
JSM Music, NYC (Music)
- CEO/CCO/Co-Composer: Joel Simon
- VP/Executive Producer: Jeff Fiorello
- Senior Producer: Norm Felker
- Senior Producer: Andrew Manning
- Producer: Sharon Cha
- Co-Composer: Becca Riter
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