The decades-old debate—to microwave, or not to microwave, your Cup Noodles—is finally over. And to support the launch of Nissin Foods’ first-ever microwavable paper cup, High Wide & Handsome transformed a social listening insight into a larger-than-life, groundbreaking, head-turning, “out-of-phone” TikTok video campaign in major cities across the country including New York, Chicago, Los Angeles and Philadelphia. Featuring Cup Noodles fans who, in some cases, sheepishly acknowledge a lifetime of misinformed microwaving and, in other cases, proudly (albeit anonymously) own their era of erroneous preparation, the campaign has already exceeded projected impressions by more than 5 million—helping to pioneer an entirely new and effective way to leverage the popularity of the TikTok platform.
