Noodle & Co make instant noodles with proper ingredients and a cheeky attitude, sold in supermarkets up and down the country. They had a product people loved once they tried it and a launch flavour nobody had heard of. We planned and produced a creator-led campaign on TikTok and Instagram, backed it with paid amplification, and gave the brand a running content format it still uses every week.
Creator content pieces
64 videos
Campaign video views
8.7M in 8 weeks
Supermarket sales uplift
+41% on launch SKU
Cost per thousand views
£1.12
The brief was a launch. A new chilli crisp flavour was going into two major supermarkets and the brand needed people to actually pick it up off the shelf in the first eight weeks, or the listing was at risk. Noodle & Co wanted it to feel like a creator trend rather than an advert, and they wanted a format they could keep using after the launch spend ran out.
Sanna recruited forty creators across food, student life and late-night gaming, with a simple brief: show us your three-minute upgrade. Each one took the noodles and improved them with whatever was in the fridge, and the best upgrades got boosted with paid spend behind them. Amara’s team produced a set of brand-owned videos in the same format so the campaign had a consistent spine, and we seeded the hashtag a week before the first creator posted.
The format travelled on its own. Sixty-four creator videos drew 8.7 million views in eight weeks, with a cost per thousand views well below the brand’s TV benchmark, and the launch flavour outsold its forecast by 41 per cent in the first period. Both retailers extended the listing. The upgrade format now runs as a weekly series on the brand’s own channels, with fans sending in their versions unprompted.
Lido understood that a noodle brand should never take itself seriously, but they ran the campaign with absolute precision. We hit the sales number the buyers needed and we got a format that keeps giving.
- Tom Akintola, Brand Manager, Noodle & Co
Launching a product and need it to land on the shelf as well as the feed? We plan creator campaigns that sell. Write to hello@lido.example and tell us what’s coming.
