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 from 2 problems: the loss of market share to its competitors, who managed to charge prices even lower than Nissin’s (around 50 cents a package); and the difficulty in aggregating value to a food frequently criticised for its nutritional composition.

To add dishes made with Miojo to the menu of fancy restaurants was a way to make Miojo (a typical fast food) more refined. This refinement also needed to be reflected in the graphic material we used to communicate Miojo's Day. Therefore, the whole art direction was developed with that intention. The use of thin lines, the colours, the pictures of the dishes, everything was thought with the purpose of taking Miojo to a higher level.

Returns equivalent to US$1m 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.