The Soup It! campaign was designed to make Maruchan synonymous with comfort, convenience, and fun during peak Soup Season. This full-funnel campaign leveraged humor, cultural insights, and high-impact creative across digital, social, influencer, and experiential channels to engage consumers in relatable moments where Maruchan was the perfect solution.
The cultural phenomenon of soup season is bigger than ever; soup has become society’s chosen antidote to distressing times and reminds us that comfort is still within our control. Reflecting on the rituals of soup season might conjure up images of spending hours stewing up something delicious in front of one’s Le Creuset – there’s a reason “soup season” social conversation spikes on Sundays, when those with the luxury of time and energy partake.
But the data tells a different story: one of Dry Soup (inclusive of instant ramen) responsible for driving category growth – not boxed stock, or classic “Wet Soup” options. And that is because Maruchan – as not only one of the most affordable meals in the grocery store but also seen as one of the most fun to eat – is soup season for the masses. Maruchan’s diverse product line can taste like a nostalgic hug or a spicy adventure, ready to comfort you after a long day or bring favor to your winter doldrums. Maruchan gives those short on time, cash, or mental battery a shortcut to soup season magic.
Strategy: Maruchan is proof that contentment can still be cooked up in an instant.
The campaign deployed a multi-channel creative approach:
Digital Video: Humorous, high-energy vignettes featuring Maruchan as the ultimate problem solver—whether post-breakup, seasonal blues, or late-night cravings.
Instacart: Shoppable display with seasonally and audience-specific messaging put Maruchan top of mind for consumers while they’re already shopping.
Social-First Activations: UGC-driven content, influencer partnerships, and interactive Instagram polls to celebrate soup season along with our fans.
Experiential & Digital OOH: Campus activations, digital billboards in college towns to focus on a key Maruchan audience, and contextual placements in gaming & entertainment environments.
Tinder Integration: Branded profiles and interactive swipe ads framed Maruchan as the perfect match for a cozy night in and the answer to a stressful cuffing season.
PR & Kits: Campaign-themed mailers sent to editors’, influencers’, and fans’ kitchens alike to inspire their own Soup Season creations.
In the first 6 weeks of flighting (Phase 2 still live as of time of submission), Maruchan saw incredible growth:
Demonstration of Creative & Comms Excellence:
* exposed to ads vs. control
The Soup It! campaign reinforced Maruchan’s position as the ramen brand for every moment, growing both brand equity and engagement.
The campaign allowed the brand to expand into new cultural spaces, including dating apps, gaming communities, and influencer-driven activations, making Maruchan more culturally relevant than ever.
