Mr Lee’s Noodles, proudly founded by Damien Lee, are already known the world over for their delicious Vietnamese noodles. Unlike most other cup noodles, their ingredients are freeze-dried, not dehydrated. This locks in more of the flavour, nutrients and vitamins. They’re also gluten-free, msg-free and the Zen Garden Vegetable flavour is vegan — appealing to a growing number of consumers eating “free-from” diets.

Available in two great flavours — Hong Kong Street Beef and Zen Garden Vegetables — Mr Lee’s were excited to now offer their healthier cup-of-noodles to Australian consumers through Harris Farm Markets, Woolworths, Amazon and their own website. To drive brand awareness and encourage consumers to try this new product, the brand needed a sampling campaign that would put them front and centre with their target audience of time-poor, modern workers and their families.

Mr Lee’s identified that bringing their brand and product samples into co-working spaces would be an effective way to connect with their audience. Through Brandcrush, they were able to easily find and book their gift-sampling campaign into 25 unique co-working locations in Sydney, Melbourne, and Brisbane.

Over several days, the staff at each space actively gave out full-sized sample cup of Mr Lee’s Noodles to hungry, curious members, and self-serve product displays were set up with a strut card and flyers offering a limited time discount on purchasing the noodles from Woolworths. Members at the co-work spaces were encouraged to take a cup of Mr Lee’s Noodles home for their friends and family to try, too.

The activation was a huge success. For a cost-per-reach of just $0.36, Mr Lee’s reached more than 20,000 potential new customers, building brand awareness and driving interest for the product. The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.