Miojo, a Nissin brand, got so famous in Brazil that it has become synonymous with the instant noodles category in the country. In the last years, Nissin, who had always been the clear leader in the market, has been suffering with 2 problems: the loss of market share to its competitors, who manage to charge prices even lower than Nissin’s (around US$ 0.50 a package); and the difficulty to aggregate value to a food frequently criticised for its nutritional composition.To try to reverse this situation, we made use of a date that Nissin had always celebrated internally (August 25th, the day Miojo was invented) and celebrated it together with the public, trying then to increase sales and generate some good image for the product.

This news was given first-hand to a propagator journalist. He is a blogger and has a radio show. After this promotion the topic started being discussed in several vehicles the week before the event. Therefore, more than being talked about for one day, it became an issue for over a week.Gastronomy critics ended up declaring on their channels, spontaneously, their sympathy for the product.The endorsement of the chefs and this unexpected association was what we needed to generate buzz, make the date known and incentive people to show how much they liked and consumed Miojo.

Returns equivalent to US$ 1,000,000.00 in spontaneous media.Hashtag #Diadomiojo was a trending topic the whole day long.Chefs from other restaurants - who were not invited to participate - created their own version of Miojo Day and included specific recipes in their menus.The traffic at Nissin’s site increased 800% as compared to the same period in 2011.