WITH A SUCCESSION-INSPIRED TONE, ADRIA SATIREZES ITS COMPETITORS TO LAUNCH A NON-FRIED RAMEN.

To introduce a new ramen that uses a technology replacing frying in the manufacturing process with a hot air pre-cooking stage, with no use of fat, we created a campaign that plays with the reaction of rival companies, based on the concept “the competitors are fried.”

In Portuguese, we say someone is “fried” when they are in trouble, facing a big problem or a difficult situation. This creates a wordplay with the competitors’ production process, which still relies on frying.

Agency: LL\TBWA

Client: Adria

Role: CD