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After the success of Yuu Japanese Tapas’ $5 Ramen Challenge, we continued working with the restaurant to push creative boundaries. The Beer Ramen campaign became their most talked-about marketing initiative yet, designed to spark curiosity and conversation.
The campaign’s goal was to create a polarizing yet respectful dish that paid homage to the restaurant’s Japanese cuisine while captivating a global audience.
During discovery sessions with the client, we identified the need for a thought-provoking concept that would generate buzz and even controversy. Through multiple brainstorming sessions, we developed the idea of the Beer Ramen: a dish that, at first glance, appeared unconventional but rooted itself in the traditional cold noodle dishes found across Asian cultures.
The result was a visually striking dish that challenged perceptions while respecting culinary traditions.
After seeing the overwhelming positive response on social media, we decided to amplify the campaign’s reach by leveraging Instagram food influencers and targeted paid social ads. This strategy quickly led to messages flooding the restaurant’s DMs from media outlets outside of Vancouver, inquiring about the Beer Ramen and requesting permission to use our visuals.
Then inspiration struck.
We launched a hyper-focused Facebook Ads campaign targeting professionals in media-related roles, such as journalists, producers, and writers. Within just a few days, the results were phenomenal—our inbox was inundated with requests from top-tier media outlets including BuzzFeed, INSIDER, NowThis, NextShark, DailyMail, FoxNews, and National Japanese TV Networks. They wanted to license our Beer Ramen content and feature the story on their platforms.
The campaign’s success even caught the attention of BuzzFeed’s “Bring Me” and INSIDER, who flew to Vancouver to film original video features of the Beer Ramen.
Some of the media features:
The Beer Ramen campaign generated a social reach of over 60+ MILLION people and acquired over 30+ media features (worth approx. $100,000+ in Earned Media).