Maggi UK
4 days of K-POP heaven in soho
8000 samples served
3 headline creators
Objective
To launch Maggi’s new Korean inspired noodle range through an immersive brand experience that drove product trial, generated PR buzz and introduced the range to a younger, K-culture audience. With no above the line campaign support, the activation needed to create excitement, bring the product personalities to life and make a lasting impact both on the street and across social media!
Solution
We transformed a Soho storefront into The Maggi K-Pop Noodle Shop, a four day immersive pop up inspired by Korean convenience stores and K-pop culture. Visitors were invited to discover their ‘Maggi Mood’, sample the new noodle range, customise their bowls with authentic toppings, win exclusive branded merchandise and a trip to Seoul, all while capturing content through interactive photo opportunities.
To amplify the experience, we curated a programme of influencer appearances, including That Foodie Jess, Ian Lau and DJ Emkay Kim, alongside live K-pop Random Dance sessions that drew large crowds and created highly shareable moments. We also designed and delivered influencer PR boxes, hosted an exclusive launch event and supported the campaign with extensive street sampling to maximise awareness beyond the pop-up itself.
Challenges
Launching a brand new product with limited media support meant the experience itself needed to generate the buzz. During delivery, the team also had to adapt to product supply issues, with one of the three launch flavours unavailable for sampling, while ensuring the experience remained authentic and engaging. Last minute influencer dropouts from another supplier also required a rapid response, with our team leveraging industry relationships to secure replacement talent and maintain the impact of the launch. Despite these challenges, the campaign remained seamless for visitors and delivered against its core objectives.
REsults
Over four days, the MAGGI K-Pop Noodle Shop became a destination for both loyal fans and first-time brand discoverers. Queues formed before opening, the Random Dance performances attracted crowds throughout the weekend and the immersive experience generated strong social engagement from visitors, influencers and talent alike.
The activation exceeded several key KPIs, including distributing 8,000 cold samples (against a target of 7,000) and delivering 862 personality test and photo booth interactions (against a target of 504). Almost 1,400 hot samples were served, while the influencer programme and live content helped establish Maggi as a culturally relevant brand among Gen Z audiences. Most importantly, the campaign successfully repositioned Maggi within the Korean noodle category, proving that immersive experiences can drive both product trial and genuine brand affinity.
Services
activation
Engaging with public, creating positive, meaningful brand & sampling moments.
CREATIVE & Ideation
From concept, build to execution.
Project Management
End to end management; from ideation, design and build, onsite management with delivery.