In 2018, Blue Dragon UK launched a new range of new meal kits including Japanese Ramen, Vietnamese Pho, Pad Thai and Katsu Curry.
Research showed that while people love Asian noodle dishes, they aren’t confident that they are eating them correctly. “How to eat ramen” alone produces almost 2 million YouTube results.
We set out to “edutain” Blue Dragon customers by creating a series of bright and engaging how-to videos for social media. I wrote the scripts and produced the treatment for the shoot. We shot against block colour backdrops–that promote product packaging recall–and used split screen, to outline the steps to enjoying each dish authentically.
Japanese Ramen: Sip. Dip. Slurp.
Vietnamese Pho: Stir. Spice. Scoff.
Pad Thai: Season. Twirl. Taste.
Katsu Curry: Coat. Cook. Cover.
We also created gift packs for micro-influencers who in turn shared their finished dishes and their slurps on Instagram, expanding the reach of the campaign.
Client: Blue Dragon UK
Agency: AV Browne