“They’re pretty easy and they go with everything” are great characteristics for noodles, but not so much for the people you date. That’s...
“They’re pretty easy and they go with everything” are great characteristics for noodles, but not so much for the people you date.
That’s the message behind a new social campaign introduced last week by leading egg noodle brand, No Yolks.
Targeted to 18-30-year-olds, the Bring Home No Yolks campaign launched by the low-fat, cholesterol and sodium-free noodle maker features a life-size, health-conscious stud of a noodle caught in a love triangle with several other life-size foods.
The results for the player of a noodle may be less than desirable, but for wannabe-cooks, the message is loud and clear: No Yolks noodles are easy, versatile and fun. And, like the stud, they’re always firm yet fluffy.
With the product traditionally consumed by a 40+ crowd – largely as a result of its health benefits – and experiencing double-digit growth year over year, the manufacturer is now expanding its reach to millennials to fill what it views as a gap in quick, easy and delicious meal options for Generation Y’ers.
“Many college students and young professionals don’t have the time to cook, but still want a great-tasting meal,” said Alistair Senn, No Yolks Senior Brand Manager. “Our message is that No Yolks noodles are simple and fail-proof to make, go with just about any ingredient and they happen to be healthy to boot.”
The advertising agency behind the promotion, Toronto-based Elemental, is betting that the campaign’s uniqueness is a recipe for success among a younger audience, thanks to the double entendre dialogue by the costume-clad actors – a noodle, pea pod, cheese wedge and slice of bacon.
With the entire campaign playing on the dating theme, posts include such teasers as: “She swiped right on dinner – see how it turns out,” “Firm, fluffy, easy. Everything you look for in a date” and “Change your relationship status to full.”
Launched as an online promotion for starters, the campaign – which runs until December 8 – uses a mix of video and social posts on YouTube, Facebook, Twitter and Instagram with the hashtag #BringHomeNoYolks.
As part of the campaign, two simple and delicious No Yolks recipes have been launched – One Pot Cheesy Taco Noodles (promoted as “one pot = few dishes = more kisses”) and Asian Fried Noodles (asking consumers to “take a wok on the wild side”) – with more to come.