Ramen Hero
PROJECT DELIVERABLES
Brand Strategy
Comms Strategy
Go-to-Market
Content & Editorial Strategy
Influencer Marketing
Graphic Design
CLIENT OVERVIEW
Ramen Hero founder Hiro Hasagawa has been obsessed with ramen ever since he was a young boy in Japan. After learning to make the dish in the “Honkaku” tradition, Hiro moved to the U.S. and had a revelation. He was living in San Francisco, one of America’s most ramen-friendly cities, and eating a bowl of authentic ramen was almost impossible. What about all the other ramen lovers in the U.S. who don't live near a good restaurant?
Hiro launched Ramen Hero in 2018 with a mission to bring authentic ramen to every home in the U.S.
With double-digit sales growth in its initial years proving the potential of the company, QP was brought on to help take the company to its next stage of evolution and drive a rebrand and new product launch to boost awareness and e-commerce sales.
HIGHLIGHTS
Named one of People Magazine's 50 Food picks.
Coverage in Eater, AdWeek, the Wall Street Journal, and 25+ other target outlets.
Editorial strategy and execution.
Reviewer and influencer program.
PROJECT OVERVIEW
To boost awareness for Ramen Hero, we began by employing both a more traditional media outreach strategy that leveraged the brand and new product line launch as the jumping off point, then built in regular cadences of new releases to keep up a steady drumbeat of attention. While this media strategy was making inroads to mainstream America, we ran a parallel social media influencer program that targeted known ramen influencers to help secure as much of the endemic audience as possible.
In coordination with these Comms efforts, we tightly coordinated an editorial strategy that employed a hub-and-spoke content approach that used the RamenHero.com blog as the source for social posts that all pointed back to the website to drive sales.
Our efforts led to Ramen Hero coverage in AdWeek, Eater and more in addition to being named one of People Magazine's 50 Food picks for 2020, setting the company up to fulfill its mission of delivering ramen kits to every state in the U.S.
COVERAGE
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This Lovable Cowboy Selling Ramen is the Ad Star 2020 Needed
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Pantry Shortcuts: Ramen Hero Kits
People
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This Mail Order Ramen is Food Critic Approved. Here's Your Best Shot at Getting a Bowl
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How to Send a Care Package That Really Hits the Mark
