In order to celebrate Miojo (Brazil’s most famous instant noodle) 54th anniversary we created a cookery book signed by some of top Brazilian chefs.

The book 'My Miojo – Recipes & Stories', Brazil’s first book about instant noodles, was released on Miojo Noodle’s Day (August 25th) in major bookstores in all country. The publication has brought gourmet recipes suggested by the chefs. And also stories told by the chefs themselves about their relation with the noodles.

Producing the first cook book on Miojo would be an interesting story for journalists.

However, to boost coverage by media channels we decided to launch the book in the same way as launching any normal book: offering launch cocktails and a holding a book signing session.

But not limited to just the one event. We held 4 launch cocktails at the same time in bookstores of 4 major Brazilian cities.

This allowed the book´s ¨authors¨ (kitchen chefs in this case) to be divided amongst the bookstores thus increasing the contact between guest journalists and the 'Meu Miojo – Receitas e Histórias' (My Instant Noodles – Recipes and Stories) project and ensuring greater impact in local and national media.

Book: 1,005 copies sold in 3 months

US$ 14,000 raised for the NGO)

Subway Action: 68,000 people impacted

Almost one thousand people took part

Facebook App: 1,844 accesses

17,508 unique views of the page

22.74% increase in number of fans on the fanpage)

Free media:

Radio: US$ 23,276.00

Internet: US$ 5,171,582.00

TV: US$ 431,740.00

Print Media: US$ 408,500.00)