Including The Guardian, The Times, Observer Magazine, Mail Online, Good Housekeeping, Country and Town House, and more…
National Reach
A staggering 418,895,900 opportunities to see
The Task
As Ocado Retail’s Food and Drink PR press office partner, our job is to make Ocado the go-to authority on everything grocery related – from new product news, to food trends and insights. Our goal? Use Ocado’s expertise to highlight what’s hot before it hits the mainstream and get the nation talking. And we spotted an opportunity to do exactly that, newsjacking an emerging trend…
Insight
Bubbling away, instant noodles were gaining traction. On TikTok, #ramenhacks had hit over 22,000 videos, and viral "Carbonara Ramen" amassed more than 60 million views. Even food critics were getting in on the action; it was clear the humble instant noodle was having a moment. Ocado’s own data gave us more to chew on: instant noodle sales were up 50% year-on-year – proof that the trend wasn’t just a flash in the pan, it was a movement and Ocado was perfectly placed to tell the news and lead the instant noodle charge.
THE IDEA & EXECUTION
Armed with Ocado’s insights, we crafted a compelling food PR media alert combining the sales data with the cultural and social trends painting a picture of how instant noodles had transformed into a creative cooking essential.
We served our story to our trusted media contacts, and the response was as instant as, well, instant noodles. The Guardian, The Times, Mail Online and more ran with the story, each spotlighting Ocado’s trend-leading insights. We even secured an exclusive interview with Ocado’s Buying Director on BBC Radio 5 Live’s Wake Up to Money, driving the conversation further.
It became such a talking point, that even Jamie Oliver joined the noodle revolution on ITV’s This Morning, showing millions how to transform instant noodles into dishes worthy of a chef’s kiss.
