merit
The ‘We Know Noodles’ campaign from Noodles & Company redefines the fast-casual dining experience, focusing on the brand’s deep expertise in noodles. With an overhauled menu featuring bolder, more innovative flavors, the campaign brings a renewed sense of passion and confidence to the brand. Through an engaging 360-degree campaign, the spots highlight Noodles & Company’s culinary expertise, from perfectly paired noodle shapes to the use of new, premium ingredients. The campaign not only emphasizes the new Mac & Cheese menu but also elevates the brand's personality, making it feel more human, emotional, and connected. It positions Noodles & Company as the authority on noodles, blending contemporary comfort with creativity in every dish. This new brand positioning is delivered across CTV, social media, digital out-of-home, and in-store experiences, creating a cohesive and unforgettable brand presence, positioning Noodles & Company as the ultimate authority on the power of the noodle.
The challenge was to launch the biggest menu renovation in Noodles & Company history, reinvigorating the brand, to make it relevant again in the fast-casual space. Despite the company’s established legacy of quality and innovation, it faced challenges around stagnating foot traffic, declining sales, and increased competition. The objective was to reimagine the brand’s identity while ensuring a balance between comfort and novelty. The brand had to evolve beyond its traditional, authentic roots into a more modern, bold, and emotionally resonant version of itself.
We solved the brief by tapping into the deep emotional power of noodles - to connect, to satisfy, to bring people together. We positioned Noodles & Company as the ultimate noodle authority with a new tagline, ‘We Know Noodles.’ We sought to build a more human, emotionally resonant brand for their guests, both new and existing, by elevating it beyond just another fast-casual dining option. The campaign included a hero spot, "Ode to the Noodle," that highlighted the emotional connection people have with noodles, showing them as more than just food—as a way to bring people together. We also emphasized the new Mac & Cheese menu as a central proof point and celebrated Noodles & Company’s expertise in crafting it to perfection. The result was a complete brand refresh that extended across multiple channels, from TV and digital to in-store design and packaging. Since this launched March 12, 2025 hard results are not yet available.
The ‘We Know Noodles’ campaign taps into the universal comfort of noodles and their power to bring people together. The campaign embraces a diverse, borderless new menu by capturing the cultural relevance of noodles as a globally beloved dish while celebrating Noodles & Company’s unique ability to put a creative twist on traditional favorites. With nods to modern comfort food trends and consumer desire for quality ingredients, this campaign resonates across various regions by appealing to both nostalgic emotions and a desire for fresh, new experiences.
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