In the first brand-wide advertising for Noodles & Company, the brand is rolling out outdoor, newspaper (direct-to-subscriber), digital, and radio to support its first-ever brand I.D., “Your World Kitchen,” intended to convey its broad range of cuisines.
The campaign is the first work by advertising agency TDA Boulder for its new client.
Outdoor is the largest component, with nine unique executions and multiple installations. Some are site-specific, like the Denver wallscape with five big arrows pointing down to a trendy LoDo parking lot, and headlined, “Recipies imported from more countries than these cars.”
Others are unusual formats, like the stacked double billboard that reads, on top, “Dishes from the Northern Hemisphere,” and on bottom, “And Southern Hemisphere.”
Others are traditional in format, if not in their requirement that the viewer put at least a little bit of thought into them, like the Austin, Texas, billboard with three (nonfunctional) clocks, labeled “Japan,” “Italy,” “Austin,”and all showing the same time (thanks to Noodles, Japanese noodles and Italian pasta are right in Austin’s time zone).
A direct component is also a slow get. In a three-week program, newspaper home delivery subscribers receive their usual journal poly-bagged inside what appears to be a foreign newspaper—first Italian, then Japanese, then Thai.
Copy (in English) says, “Travel the world without leaving your table.” On the last week, FSIs are included.
Other support media include radio (three 30-second ads on broadcast and digital stations) and site-specific flash banners, such as the working digital clocks on international news sites that display the “hours until lunch” in Jakarta, for example, and in the viewer’s home city.
Another example is the music site banner that targets anyone requesting “World Music”: “Based on your selection,” it reads, “we think you would like: Japanese Pan Noodles.”
The campaign rolls out first in Denver, Kansas City, and Austin, and will slowly go national.
Creative credits go to TDA Boulder art directors Austin O’Connor, Haley Garyet, and Barrett Brynestad; copywriters Tim Kelly and Daniel Colburn; creative director/copywriter Jeremy Seibold; and executive creative director/copywriter Jonathan Schoenberg.
Noodles & Company, based in Broomfield, Colorado, and with more than 300 restaurants in 26 states, California to Connecticut, offers internationally flavored noodles and pasta dishes from Japanese Pan Noodles to Penne Rosa to Wisconsin Mac & Cheese, all cooked to order and delivered to table in less than five minutes.
TDA Boulder, in Boulder, Colorado, is a strategically focused creative agency with $30 million billings from clients including, among others, FirstBank, Noodles &Company, French’s Mustard, Sir Richard's Condom Co., Outdoor Research, Tri-Net, Petzl USA, Kappius Cycling Components, Justin's Peanut Butter, and Blackburn Bike Locks.