How Momofuku Advertises on Meta

# Ad summary This ad promotes Momofuku's Spicy Soy Noodles, highlighting their restaurant-level flavor and convenience. The ad features a woman enjoying the noodles and emphasizes the brand's New Year sale. # Brand positioning Momofuku is presented as a brand that offers restaurant-quality flavors in convenient, at-home formats. The brand aligns with a lifestyle that values both quality and convenience, suggesting that customers can enjoy gourmet experiences without the time commitment of cooking from scratch or going to a restaurant. The brand positions itself as a modern, accessible culinary option, pushing against the norms of traditional instant noodles by offering unique flavors and high-quality ingredients. The brand positioning is both functional (convenience, speed) and emotional (enjoyment, satisfaction). # Product The featured product is Momofuku's Spicy Soy Noodles, a quick and easy meal option that delivers restaurant-level flavor in minutes. The product is for individuals who want a delicious and convenient meal without sacrificing quality. The noodles are highlighted for their unique flavor profile and ease of preparation. The ad addresses the purchase barrier of time by emphasizing the speed and simplicity of cooking the noodles. The ad tells the viewer that this product is worth trying because it offers a gourmet experience in a convenient format, perfect for busy individuals who don't want to compromise on taste. # Visual style The ad has a UGC feel with natural lighting and simple editing. The production quality is clean but not overly polished, suggesting authenticity. The pacing is slow and steady. # Hooks Spoken: 00:00–00:02 What are your goals for 2026? Text overlay: 00:00–00:10 "What are your goals for 2026?" / 00:00–00:10 Spend less, eat better. / 00:00–00:10 Stocked up at Momofuku's 30% off New Year sale Visual: 00:00–00:10: A woman with long brown hair is shown from the chest up, centered in the frame, eating noodles with chopsticks. She is wearing a black t-shirt and white jeans. The background is a kitchen with white cabinets and a gray backsplash. A red package of Momofuku Spicy Soy Noodles is visible to the right of the frame. The camera is stationary. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies the pain point of wanting to eat well without spending a lot of time or money. The text overlay states, "Spend less, eat better," directly addressing this desire. # Value propositions - Restaurant-level flavor in minutes - Stocked up at Momofuku's 30% off New Year sale # Benefits - Spend less, eat better - Save up to 30% # Features - Restaurant-level flavor - Quick and easy to prepare # Call to action SHOP NOW # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer enjoying the product. # Storyline - 00:00–00:10 A woman is shown eating noodles with chopsticks. - 00:11–00:13 The ad transitions to a shot of a package of Momofuku Soy & Scallion Noodles.

# Ad summary This ad features a woman enjoying Momofuku Soy & Scallion Noodles. The ad highlights the convenience and restaurant-quality flavor of the product, emphasizing the time savings and deliciousness. # Brand positioning Momofuku is presented as a brand that offers restaurant-quality meals that can be prepared in minutes. The brand aims to occupy a space in the consumer's mind as a convenient and high-quality alternative to cooking from scratch or ordering takeout. The brand aligns with a lifestyle that values both convenience and gourmet experiences, pushing against the norm of sacrificing flavor for speed. The brand positioning is both functional (simplicity, speed) and emotional (satisfaction, enjoyment of restaurant-level food at home). # Product The featured product is Momofuku Soy & Scallion Noodles, a packaged meal kit designed for quick and easy preparation. The product is for individuals who want restaurant-level flavor in minutes. The ad highlights that the noodles offer a convenient way to enjoy a delicious meal without spending a lot of time cooking. The noodles are presented as a solution for those seeking a quick yet satisfying dining experience. The ad addresses the purchase barrier of time and effort by emphasizing the speed and ease of preparation. # Visual style The ad has a UGC feel with a mix of selfie-style shots and product-focused close-ups. The editing style includes quick cuts and zooms to maintain viewer engagement. The production quality is a hybrid, combining a casual, authentic feel with polished product shots. The pacing is moderate, with cuts timed to the background music. # Hooks Spoken: 00:00–00:01 Female 1: [Enthusiastic] Thanks, up to 30% off Momofuku means restaurant-level meals in minutes Text overlay: 00:00–00:07 “You look happier” / 00:00–00:07 Thanks, up to 30% off / 00:00–00:07 Momofuku means restaurant-level meals in minutes Visual: 00:00–00:02 A woman with long dark hair, wearing a black shirt, smiles at the camera. She is holding a white bowl of noodles with chopsticks, lifting the noodles up. The background is a blurred home interior with a door and some decor. The camera is selfie-style, close-up, and slightly shaky. The lighting is natural. The woman appears happy and inviting. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of wanting a high-quality, restaurant-level meal but lacking the time or energy to cook it from scratch. "Momofuku means restaurant-level meals in minutes" directly counters this pain point. # Value propositions - Restaurant-level meals in minutes: Combines high-quality food with quick preparation. - Save up to 30%: Offers a cost-effective way to enjoy premium meals. # Benefits - Meals in minutes - Save up to 30% # Features - Restaurant-level meals - Soy & Scallion Noodles # Call to action SHOP NOW # Point of view - Customer 100% – The entire video is presented from the perspective of a satisfied customer enjoying and recommending the product. # Storyline - 00:00–00:02 00:00–00:02 A woman smiles at the camera while holding up a bowl of noodles with chopsticks. - 00:02–00:07 00:02–00:07 The camera zooms in on the noodles as sauce is poured over them. - 00:07–00:10 00:07–00:10 A bag of Momofuku Soy & Scallion Noodles is shown on a countertop in front of a kitchen. The text "Restaurant-level flavor in minutes" appears on screen.

# Ad summary A woman enjoys Momofuku Soy & Scallion noodles and shares that she is finally trying every flavor because they are up to 30% off. # Brand positioning Momofuku is presented as a brand that offers restaurant-quality flavor in the convenience of your home. The brand aims to occupy a space in the consumer's mind as a provider of delicious, easy-to-prepare meals that don't compromise on taste. The brand aligns with a lifestyle that values both quality and convenience, appealing to those who enjoy gourmet experiences without the fuss of traditional cooking. Momofuku pushes against the norms of typical instant noodles by offering unique flavors and a premium experience, positioning itself as a modern, innovative food brand. # Product The featured product is Momofuku Soy & Scallion Noodles, a convenient meal option that delivers restaurant-level flavor in minutes. These noodles are designed for anyone seeking a quick yet satisfying meal without sacrificing taste. The ad highlights the product's ease of preparation and delicious flavor, emphasizing that it provides a gourmet experience at home. The noodles are presented as a solution to the common barrier of time constraints, offering a flavorful meal option that fits into a busy lifestyle. The ad also mentions that there are multiple flavors available, encouraging viewers to try them all. # Visual style The ad has a UGC feel with a polished touch. The editing style includes quick cuts to maintain a fast pace. The production quality is a hybrid of casual and commercial, making it relatable yet professional. The pacing is consistent, with cuts timed to the music. The overall aesthetic is bright and inviting, emphasizing the appeal of the product. # Hooks Spoken: 00:00–00:05: [Enthusiastic] Thanks, up to 30% off means I’m finally trying every Momofuku flavor Text overlay: 00:00–00:03: “You look happier” / 00:00–00:05: Thanks, up to 30% off means I’m finally trying every Momofuku flavor Visual: 00:00–00:04: A close-up shot shows a white bowl filled with noodles, held up by wooden chopsticks. The noodles are coated in a reddish-brown sauce. To the left, a small jar with a wooden spoon inside is visible. Behind the bowl, the corner of a Momofuku box with an orange graphic is visible. The background is blurred, suggesting a home kitchen setting. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting restaurant-quality food without the time and effort of cooking. The woman says, "Thanks, up to 30% off means I’m finally trying every Momofuku flavor," implying that the discount makes it easier to enjoy a variety of flavors. # Value propositions - Restaurant-level flavor in minutes - Up to 30% off # Benefits - Delicious taste - Convenient meal option - Quick preparation time # Features - Soy & Scallion flavor - Restaurant-level flavor - Easy to prepare # Call to action SHOP NOW # Social proof - “You look happier” – [Implied friend or family member] # Point of view - Customer 75% – The ad is primarily told from the perspective of a customer enjoying the product, creating a relatable and authentic experience. - Brand 25% – The brand's perspective is present through product shots and on-screen text, highlighting key features and benefits. # Storyline - 00:00–00:04 The ad opens with a close-up of noodles being lifted with chopsticks from a bowl. - 00:00–00:04 The message conveyed is that the noodles are appetizing and visually appealing, enticing the viewer to want to try them. The perspective is from an observer, showcasing the noodles in an attractive manner. The tone is inviting and mouthwatering. - 00:04–00:06 The scene transitions to a woman holding the bowl of noodles and smiling at the camera. - 00:04–00:06 This conveys a sense of personal enjoyment and satisfaction with the product. The perspective shifts to the woman's point of view, sharing her positive experience with the audience. The tone is cheerful and relatable. - 00:06–00:09 The woman takes a bite of the noodles, visibly enjoying the taste. - 00:06–00:09 This reinforces the idea that the noodles are delicious and worth trying. The perspective remains with the woman, emphasizing her genuine enjoyment. The tone is playful and enthusiastic. - 00:09–00:12 The ad concludes with a shot of the Momofuku Soy & Scallion Noodles packaging, highlighting the brand and product name. - 00:09–00:12 This serves to reinforce brand recognition and provide information about where to purchase the product. The perspective shifts to a brand-focused view, promoting the product's availability and convenience. The tone is informative and promotional.

# Ad summary This ad promotes Momofuku's Soy & Scallion Noodles. It features a woman enjoying the noodles and highlights the convenience and restaurant-quality flavor of the product. The ad also mentions a 30% off New Year sale and emphasizes the quick meal preparation time. # Brand positioning Momofuku is presented as a brand that offers restaurant-quality flavor in the convenience of a home meal. The brand aligns with a lifestyle that values both delicious food and efficiency. It pushes against the norm of time-consuming meal preparation by offering quick and easy solutions. The brand positioning is both functional (simplicity, speed) and emotional (satisfaction, enjoyment of high-quality food). # Product The featured product is Momofuku's Soy & Scallion Noodles, a quick and easy meal solution that delivers restaurant-level flavor in minutes. The product is for anyone who wants a delicious and convenient meal without spending a lot of time cooking. The ad highlights that meal prep takes only 5 minutes. A key selling point is the combination of convenience and high-quality flavor, addressing the barrier of having to sacrifice taste for speed. The ad also mentions a 30% off New Year sale, incentivizing purchase. # Visual style The ad has a clean and bright aesthetic, with a mix of polished product shots and UGC-style footage. The editing style includes quick cuts to maintain a fast pace. The production quality is a hybrid of professional and casual, lending authenticity. The pacing is consistent throughout the ad, with cuts timed to the music. # Hooks Spoken: 00:00–00:03: Thanks, stocked up at Momofuku's 30% off New Year sale. Meal prep takes 5 minutes now. Text overlay: 00:00–00:03: “You look happier” / 00:00–00:03: Thanks, stocked up at Momofuku's 30% off New Year sale. / 00:00–00:03: Meal prep takes 5 minutes now. Visual: 00:00–00:03: A bowl of noodles sits on a wooden table in a kitchen setting. A hand holding chopsticks lifts noodles from the bowl. The background is slightly blurred, showing a stove and cabinets. The lighting is warm and inviting. Text overlays are present. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the time and effort required to prepare a delicious, restaurant-quality meal at home. The ad addresses this by stating, "Meal prep takes 5 minutes now." # Value propositions - Restaurant-level flavor in minutes - Save up to 30% # Benefits - Quick and easy meal preparation - Delicious, restaurant-quality flavor - 30% off New Year sale # Features - Soy & Scallion Noodles - Restaurant-level flavor - Meal prep takes 5 minutes # Call to action SHOP NOW # Social proof - “You look happier” – Implies that the product has improved the person's overall well-being. # Point of view - Customer 70% – The ad features a customer enjoying and talking about the product. - Brand 30% – The brand presents the product and its key selling points. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with a shot of noodles being lifted from a bowl with chopsticks. Text overlay indicates someone said, "You look happier." The response is, "Thanks, stocked up at Momofuku's 30% off New Year sale. Meal prep takes 5 minutes now." This sets up the premise that Momofuku noodles contribute to happiness and are quick to prepare. The perspective is from someone who has recently started using the product, responding to a compliment. - 00:03–00:12 00:03–00:12: A woman is shown holding a bowl of Momofuku noodles and eating them with chopsticks. She smiles and appears to be enjoying the meal. This reinforces the idea that the noodles are delicious and bring happiness. The perspective is from a customer enjoying the product. - 00:12–00:15 00:12–00:15: A bag of Momofuku Soy & Scallion Noodles is shown on a kitchen counter. Text overlay states, "Restaurant-level flavor in minutes. Save up to 30%. Shop now." This highlights the key benefits of the product: convenience, quality, and savings. The perspective is from the brand, directly promoting the product.

# Ad summary This ad promotes Momo Fuku noodles, highlighting their biggest sale ever. The ad features a creator preparing the noodles with shrimp, emphasizing their ease of preparation, health benefits, and the variety of flavors available in a three-pack. The creator encourages viewers to take advantage of the sale and provides a link for purchase. # Brand positioning Momo Fuku is presented as a brand offering convenient and flavorful noodle options. The brand emphasizes ease of preparation and health benefits, positioning itself as a modern, accessible choice for consumers seeking a quick yet satisfying meal. The brand aligns with a lifestyle that values both convenience and health-consciousness, pushing against the norms of traditional instant noodles that are often perceived as unhealthy. # Product The featured product is Momo Fuku noodles, specifically highlighted as part of their biggest sale ever. The noodles are sold in a three-pack with three different flavors. The ad emphasizes that the noodles are easy to make, with clear instructions provided on the packaging. The noodles are also promoted as a healthier alternative to traditional noodles, containing 11 grams of protein per serving. The ad shows the noodles being prepared with additional ingredients like shrimp, soy sauce, oregano, and pepper, suggesting customization options. The product is for individuals seeking a quick, convenient, and healthier meal option. # Visual style The ad has a UGC feel, with a casual and relatable aesthetic. The editing includes quick cuts to maintain a fast pace, and the production quality is simple, focusing on clear visuals of the product and its preparation. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: Female 1: Momo Fuku is having the biggest sale that they have ever had. So if you've been wanting to try these, now is the time, of course. Text overlay: Momo Fuku is having the biggest sale that they have ever had / so if you've been wanting to try these / now is the time of course / Mouthwatering Noodles 🍜💋 Visual: 00:00–00:05: Close-up shot of noodles with shrimp in a white bowl. A fork stirs the noodles. The background is a dark countertop. Text overlay: "Momo Fuku is having the biggest sale that they have ever had so if you've been wanting to try these now is the time of course Mouthwatering Noodles 🍜💋" # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of finding a quick and convenient meal option that is also healthy and flavorful. Many instant noodles are perceived as unhealthy and lacking in nutritional value. # Value propositions - Biggest sale ever: Encourages immediate purchase by highlighting a limited-time opportunity. - Three different flavors: Offers variety and caters to different taste preferences. - Easy to make: Appeals to those seeking quick and hassle-free meal solutions. - Healthier than traditional noodles: Attracts health-conscious consumers. # Benefits - Convenient meal option - Healthier than traditional noodles - Customizable with additional ingredients # Features - Three different flavors in one pack - Easy to make - Cooking instructions on the package - Contains 11 grams of protein # Call to action I have it linked down below, but make sure you grab them before they sell out. # Social proof - "Momo Fuku is having the biggest sale that they have ever had. So if you've been wanting to try these, now is the time, of course." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer who is enthusiastic about the product and sharing her experience. # Storyline - 00:00–00:05 The ad opens with a close-up shot of noodles in a bowl, emphasizing their appetizing appearance. - 00:00–00:05 The creator announces that Momo Fuku is having its biggest sale ever, encouraging viewers to try the noodles now. - 00:05–00:08 The creator shows a three-pack of Momo Fuku noodles, highlighting the different flavors available. - 00:08–00:09 The creator demonstrates how easy the noodles are to make by showing the process of boiling water. - 00:09–00:12 The creator shows the cooking instructions on the noodle package, emphasizing how easy it is to follow. - 00:12–00:14 The creator adds the noodles to the boiling water. - 00:14–00:22 The creator prepares shrimp on the side, adding soy sauce, oregano, and pepper for flavor. - 00:22–00:24 The creator shows the two seasoning packets that come with the noodles. - 00:24–00:34 The creator adds the seasoning packets to the cooked noodles. - 00:32–00:34 The creator adds the cooked shrimp to the noodles. - 00:34–00:38 The creator states that these noodles are healthier than others and contain 11 grams of protein. - 00:38–00:42 The creator highlights that the pack contains 15 packets, with five of each flavor. - 00:42–00:47 The creator eats the noodles, emphasizing their deliciousness and encouraging viewers to buy them while they are on sale. - 00:47–00:50 The creator mentions that the product is linked below and shows the three packs of noodles again.

# Ad summary A woman prepares and enjoys Momofuku Soy & Scallion noodles. She expresses how much she enjoys the noodles and the ad highlights that they are restaurant-level flavor in minutes. # Brand positioning Momofuku is presented as a brand that offers restaurant-quality flavor in a convenient, at-home format. The brand aims to occupy a space in the consumer's mind as a provider of quick, easy, and delicious meals that don't compromise on taste. The brand aligns with a lifestyle that values convenience without sacrificing quality, appealing to those who want a gourmet experience without the time commitment. Momofuku pushes against the norms of traditional instant noodles, which are often seen as cheap and unhealthy, by offering a premium product with high-quality ingredients and restaurant-level flavor. The brand positioning is both functional (quick and easy to prepare) and emotional (satisfying cravings for delicious, high-quality food). # Product The featured product is Momofuku Soy & Scallion Noodles, a quick and easy meal solution that delivers restaurant-level flavor in minutes. These noodles are designed for anyone who wants a delicious and convenient meal without the hassle of cooking from scratch. The noodles contain 11g of protein. The ad highlights the product's unique selling proposition (USP) of providing restaurant-quality taste in a convenient, at-home format. The use occasion is a quick and satisfying meal, perfect for those with busy lifestyles. The ad addresses the purchase barrier of time commitment by emphasizing the product's ease and speed of preparation, making it an appealing option for those who want a gourmet experience without the time investment. # Visual style The ad has a UGC-style aesthetic, with a focus on showcasing the product in a relatable and authentic way. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is polished but not overly produced, giving it a natural and approachable feel. The pacing is consistent throughout the ad, with cuts timed to the music to create a sense of rhythm and energy. # Hooks Spoken: 00:00–00:04: Meal prep I’ll stick to. 5-minute ramen with 11g protein just makes sense. Text overlay: 00:00–00:04: “What are your goals for 2026?” / 00:00–00:04: Meal prep I’ll stick to. / 00:00–00:04: 5-minute ramen with 11g protein / 00:00–00:04: just makes sense Visual: 00:00–00:04: A close-up shot of a bowl of Momofuku Soy & Scallion noodles. The noodles are coated in a reddish-brown sauce and are being lifted with wooden chopsticks. A small jar of chili oil and the Momofuku product box are visible in the background. The setting appears to be a clean, modern kitchen. The lighting is bright and natural, highlighting the texture and color of the noodles. # Funnel stage Consideration # Pain points The ad addresses the pain point of time-consuming meal preparation. Many people struggle to find the time to cook healthy and delicious meals, leading to reliance on less desirable options. The ad directly addresses this frustration by showcasing a quick and easy meal solution: "Meal prep I’ll stick to. 5-minute ramen with 11g protein just makes sense." # Value propositions - 5-minute ramen with 11g protein just makes sense: This highlights the convenience and nutritional value of the product, making it a practical choice for meal prep. - Restaurant-level flavor in minutes: This combines the quality of restaurant food with the convenience of quick preparation, appealing to those who want a gourmet experience without the time commitment. # Benefits - Meal prep I’ll stick to. - Restaurant-level flavor in minutes # Features - 5-minute ramen - 11g protein # Call to action SHOP NOW # Point of view - Customer 75% – The ad features a customer enjoying the product and sharing her positive experience through visuals and expressions. - Brand 25% – The brand's official voice is present through text overlays and product shots that highlight key benefits and features. # Storyline - 00:00–00:04 The video opens with a close-up shot of a bowl of Momofuku Soy & Scallion noodles being lifted with chopsticks. - 00:00–00:04 The message is to showcase the appealing texture and appearance of the noodles. The perspective is from someone who is about to enjoy the meal, creating anticipation. The tone is inviting and appetizing. - 00:04–00:06 The shot transitions to a woman holding up the noodles with chopsticks, smiling directly at the camera. - 00:04–00:06 This conveys the message that the noodles are enjoyable and satisfying. The perspective is from the consumer, sharing her positive experience. The tone is cheerful and relatable. - 00:06–00:09 The woman is then shown eating the noodles with visible enjoyment. - 00:06–00:09 This reinforces the message that the noodles are delicious and worth trying. The perspective is from someone experiencing the taste firsthand, making it more convincing. The tone is playful and enthusiastic. - 00:09–00:12 The video concludes with a shot of the Momofuku Soy & Scallion Noodles packaging, accompanied by text highlighting the product's key benefit: "Restaurant-level flavor in minutes." - 00:09–00:12 This summarizes the value proposition of the product, emphasizing its convenience and quality. The perspective shifts to the brand, officially presenting its message. The tone is informative and persuasive.

# Ad summary This ad promotes Momofuku noodles as a quick and easy alternative to takeout. A woman prepares and enjoys the noodles, highlighting their convenience and flavor. The ad also mentions a limited-time holiday sale. # Brand positioning Momofuku is presented as a brand that offers convenient and flavorful meal solutions, specifically noodles and sauces. The brand aims to occupy a space in the consumer's mind as a go-to option for quick, easy, and delicious meals that rival takeout. The brand aligns with a lifestyle that values convenience without sacrificing taste. Momofuku pushes against the norm of time-consuming home cooking or unhealthy takeout options by offering a middle ground. The brand positioning is both functional (simplicity, speed) and emotional (satisfaction, enjoyment). # Product The featured product is Momofuku noodles, available in various flavors such as Sweet & Spicy, Spicy Chili, and Tingly Chili Wavy. These noodles are designed for quick and easy preparation at home, offering a convenient alternative to takeout. The ad highlights the noodles' flavor and ease of use. The noodles are for individuals seeking a fast and tasty meal option. The ad also showcases Momofuku sauces, including Sweet Chili Sauce and Tamari, which can be used to enhance the flavor of the noodles. The ad addresses the purchase barrier of time by emphasizing the speed and simplicity of preparing Momofuku noodles. # Visual style The ad has a polished UGC feel, with bright lighting and clear shots. The editing style is quick cuts, keeping the pace fast and engaging. The production quality is high, giving it a commercial feel while maintaining a relatable, user-generated aesthetic. The pacing is consistent throughout the ad, with cuts timed to the music. # Hooks Spoken: 00:00–00:03: [Enthusiastic] Ditch takeout in 2026, try this instead. Text overlay: 00:00–00:11: DITCH TAKEOUT IN 2026 / 00:00–00:11: Try This Instead ⬇️ / 00:00–00:11: UP TO / 00:00–00:11: 30% OFF / 00:00–00:11: Holiday Sale Visual: 00:00–00:01: A woman with long brown hair, wearing a cream-colored shirt, is holding red chopsticks with noodles. The noodles are dripping down into a black bowl filled with noodles, greens, and a fried egg. The background is a plain white wall. The camera is close-up and slightly angled upwards. / 00:01–00:02: The same woman is eating the noodles with chopsticks. She is looking directly at the camera. The background remains the same. / 00:02–00:03: The woman is making a gesture with her hand, as if to say the noodles are good. She is looking at the camera with a satisfied expression. The background remains the same. # Funnel stage Consideration # Pain points The ad implies that takeout is an undesirable option, likely due to its cost, health concerns, or inconvenience. "Ditch takeout in 2026, try this instead" suggests that the viewer is looking for a better alternative. # Value propositions - Ditch takeout in 2026, try this instead: Implies that Momofuku noodles are a better option than takeout. - Up to 30% off Holiday Sale: Offers a discount, making the product more appealing. # Benefits - Quick and easy to prepare - Convenient alternative to takeout - Flavorful meal option # Features - Momofuku noodles - Available in Sweet & Spicy, Spicy Chili, and Tingly Chili Wavy flavors - Momofuku sauces, including Sweet Chili Sauce and Tamari # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer enjoying and recommending the product. # Storyline - 00:00–00:01 A woman uses chopsticks to lift noodles from a bowl. - 00:01–00:02 The woman eats the noodles. - 00:02–00:03 The woman expresses satisfaction with the noodles. - 00:03–00:05 The woman gestures towards a variety of Momofuku noodle and sauce products. - 00:05–00:06 The woman uses chopsticks to lift noodles from a bowl. - 00:06–00:07 The woman eats the noodles. - 00:07–00:08 The woman expresses satisfaction with the noodles. - 00:09–00:11 The woman gestures towards a variety of Momofuku noodle and sauce products.

# Ad summary This ad promotes Momofuku's spicy soy noodles. It features a woman enjoying the noodles and highlighting the convenience and restaurant-quality flavor. The ad also mentions a limited-time offer of up to 30% off. # Brand positioning Momofuku is presented as a brand that offers restaurant-quality flavors in the convenience of your home. The brand aims to occupy a space in the consumer's mind as a provider of delicious, easy-to-prepare meals. The brand aligns with a lifestyle that values both quality and convenience, appealing to those who want gourmet experiences without the fuss. Momofuku pushes against the norms of traditional instant noodles by offering unique flavors and high-quality ingredients. The brand positioning is both functional (easy preparation) and emotional (satisfying cravings with restaurant-level taste). # Product The featured product is Momofuku's Spicy Soy Noodles, a type of instant noodle designed to deliver restaurant-level flavor in minutes. The product is for anyone who enjoys flavorful, convenient meals. The noodles are highlighted for their spicy soy flavor, offering a unique taste experience. A key selling point is the ability to enjoy restaurant-quality food at home without the effort of cooking from scratch. The ad shows the noodles being enjoyed as a quick and satisfying meal. The ad addresses the purchase barrier of time by emphasizing the speed and ease of preparation, suggesting that these noodles are worth trying for their convenience and taste. # Visual style The ad has a UGC feel with a clean, modern aesthetic. The lighting is bright and natural. The editing is simple with smooth transitions. The production quality is polished, giving it a professional yet approachable vibe. # Hooks Spoken: 00:00–00:10: "You look happier" / 00:00–00:10: Thanks, stocked my whole pantry with Momofuku. Now up to 30% off. Text overlay: 00:00–00:10: "You look happier" (comment bubble) / 00:00–00:10: Thanks, stocked my whole pantry with Momofuku. / 00:00–00:10: Now up to 30% off. Visual: 00:00–00:10: A woman with long brown hair, wearing a black shirt and white jeans, stands in a kitchen. She is holding a gray bowl of noodles and eating them with chopsticks. She is smiling and looking directly at the camera. Behind her is a gray tiled backsplash and white cabinets. To her right is a red package of Momofuku Spicy Soy Noodles. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the desire for restaurant-quality food without the time and effort of cooking. "Restaurant-level flavor in minutes" # Value propositions - Restaurant-level flavor in minutes - Up to 30% off # Benefits - Convenient meal option - Satisfies cravings - Quick and easy to make # Features - Spicy soy flavor - Restaurant-level flavor - Easy to prepare # Call to action SHOP NOW # Social proof - "You look happier" – Comment implies that the product has improved the person's overall well-being. # Point of view - Customer 100% – The entire ad is presented from the perspective of a satisfied customer enjoying and recommending the product. # Storyline - 00:00–00:10 A woman is shown eating noodles with chopsticks. - 00:00–00:10 The woman states that she looks happier because she stocked her pantry with Momofuku. - 00:11–00:13 The ad transitions to a shot of a package of Momofuku Soy & Scallion Noodles. - 00:11–00:13 Text overlay highlights the restaurant-level flavor in minutes and a discount of up to 30%.

# Ad summary This image is an advertisement by Momofuku promoting its pantry staple products as a gift idea, positioning them as a more flavorful and exciting alternative to traditional socks. The ad features several of Momofuku's products arranged in a visually appealing, gift-like manner, with a promotional offer of up to 30% off. # Brand positioning Momofuku is presented as a purveyor of elevated pantry staples, offering a modern twist on Asian-American cuisine. The brand positions itself as a go-to for adventurous home cooks and food enthusiasts seeking bold and unique flavors. It emphasizes convenience without sacrificing quality, aiming to make gourmet cooking accessible to all. Momofuku leans into functional innovation and culinary expertise, while also maintaining a playful and approachable personality through its branding and product presentation. The brand aims to occupy a space in the consumer's mind as a source of culinary inspiration and exciting flavor experiences. # Product The ad showcases a variety of Momofuku's pantry staple products, including the Chili Crunch in a clear jar, Tingly Chili Noodles in a green packet, Sesame Miso Noodles in a brown packet, and Sweet & Savory sauce in a brown squeeze bottle. These items are presented as components of a flavorful gift, contrasting the mundane option of socks. Each product is designed to elevate everyday meals with bold, unique flavors. The Chili Crunch adds a spicy and crunchy element, while the noodles offer a quick and tasty meal option. The sauces provide a convenient way to enhance dishes with complex, umami-rich flavor profiles. The products are marketed towards food lovers who seek to add excitement to their cooking and dining experiences. # Visual style The ad features a clean, studio-shot image with a festive holiday theme. The composition is carefully arranged to showcase the product range and gift-like presentation. The color palette is vibrant, with contrasting reds, greens, and yellows creating a visually appealing and eye-catching display. The lighting is well-balanced, highlighting the textures and details of the products and packaging. The overall aesthetic is polished and professional, aimed at conveying a sense of quality and desirability. The image treatment includes subtle color grading to enhance the overall visual appeal and create a cohesive look. # Hooks Headline: GIFT FLAVOR, NOT SOCKS. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of giving uninspired or predictable gifts, specifically socks. The direct quote is "GIFT FLAVOR, NOT SOCKS." # Value propositions - Momofuku pantry staples offer a unique and flavorful gift option, providing a more exciting alternative to traditional socks. # Benefits - Adds flavor to meals - Offers a unique gift option # Features - Chili Crunch - Tingly Chili Noodles - Sesame Miso Noodles - Sweet & Savory sauce # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image, with the brand promoting its pantry staples as a unique and flavorful gift option, incentivizing viewers to purchase with a promotional offer. # Storyline - The ad opens with the message, "GIFT FLAVOR, NOT SOCKS," immediately establishing the central theme and contrasting Momofuku's products with a common, uninspired gift. The brand introduces the concept of gifting their pantry staples to those who want a flavorful alternative to socks. The message aims to grab attention and set the stage for showcasing the products as ideal gifts. - The ad shows a gift-like arrangement of Momofuku's pantry staples, including Chili Crunch, Tingly Chili Noodles, Sesame Miso Noodles, and Sweet & Savory sauce. The brand visually emphasizes the variety and appeal of its products, highlighting their potential as a curated gift set. This arrangement serves to showcase the range and versatility of Momofuku's offerings while underscoring their suitability as presents. - The ad highlights a promotional offer of "UP TO 30% OFF," prompting immediate action. The brand aims to incentivize viewers to purchase the featured products by presenting a limited-time discount. This element is designed to drive conversions by creating a sense of urgency and value.

# Ad summary This ad promotes Momofuku noodles as a quick and easy alternative to instant ramen. The ad features a creator who prepares and enjoys the noodles, highlighting their restaurant-quality taste, air-dried texture, high protein content, and lack of MSG. The ad also mentions a limited-time sale of up to 30% off, encouraging viewers to purchase the product. # Brand positioning Momofuku is presented as a brand that elevates the instant noodle experience. It positions itself as a premium alternative to average instant ramen, offering restaurant-quality noodles crafted by award-winning chef David Chang. The brand emphasizes quality ingredients, unique flavors, and health-conscious attributes like air-dried noodles and high protein content. Momofuku aligns with a lifestyle that values convenience without sacrificing taste or quality, appealing to consumers who seek a quick yet satisfying meal option. # Product Momofuku noodles are presented as a premium alternative to traditional instant ramen. They are crafted by award-winning chef David Chang and come in a variety of flavors with different sauce packets. The noodles are air-dried, not fried, and each pack contains 11 grams of protein. The product contains no MSG or extra junk. The noodles are restaurant-quality and ready in about 4 minutes. The ad highlights the product's convenience, taste, and health benefits, making it an appealing option for those seeking a quick, easy, and better-for-you meal. # Visual style The ad has a UGC feel with bright lighting and close-up shots of the product. The editing style is quick cuts, with a consistent pace throughout the ad. The visuals are timed to the voiceover lines, emphasizing key product features and benefits. The overall aesthetic is clean and modern, appealing to a younger audience. # Hooks Spoken: 00:00–00:04 These are momofuku noodles and they are not your average instant ramen. Text overlay: 00:00–00:04 These are momofuku noodles and they are not your average instant ramen Visual: 00:00–00:01 Close-up shot of cooked noodles being stirred in a black bowl with chopsticks. The background is a wooden table. The lighting is bright and the texture of the noodles is emphasized. / 00:01–00:04 Close-up shot of cooked noodles being held up with chopsticks in front of a red tablecloth. Jars of Momofuku chili crisp are visible in the background. The lighting is bright and the texture of the noodles is emphasized. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of wanting a quick and easy meal without sacrificing taste or quality. Many instant ramen options are high in sodium, MSG, and other unhealthy ingredients, leaving consumers feeling guilty or unsatisfied. The ad aims to solve this problem by offering a healthier and more delicious alternative. # Value propositions - Restaurant-quality noodles in just 4 minutes - A healthier and more delicious alternative to instant ramen - A quick and easy meal option with high protein content # Benefits - Quick and easy to prepare - Better-for-you alternative to instant ramen - Delicious and satisfying # Features - Air-dried noodles - 11g of protein per pack - No msg - No extra junk - Restaurant-quality - Ready in 4 minutes # Call to action SALE UP TO 30% OFF!!! # Social proof - "Guys this is the BEST GIFT that you can give right now for Christmas" – Female 1 (Creator) # Point of view - Customer 50% – The ad features a creator who uses and enjoys the product, providing a personal testimonial. - Brand 50% – The ad presents product information, benefits, and features from the official brand perspective. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a close-up shot of Momofuku noodles being stirred in a bowl. The narrator states, "These are Momofuku noodles and they are not your average instant ramen," immediately positioning the product as a premium alternative. The perspective is from the brand, introducing the product and setting the tone for the ad. - 00:04–00:09 00:04–00:09 The ad transitions to a shot of various Momofuku noodle flavors and sauces. The narrator states, "Momofuku noodles are crafted by award winning chef, David Cheng," highlighting the brand's quality and expertise. The perspective shifts to the brand, emphasizing the product's unique selling proposition. - 00:09–00:12 00:09–00:12 The ad shows a variety of Momofuku products. The narrator states, "They've got a bunch of different flavors and different sauce packets," showcasing the product's variety and customization options. The perspective is from the brand, highlighting the product's features. - 00:12–00:16 00:12–00:16 The ad shows the noodles being cooked and drained. The narrator states, "Restaurant-quality and ready in 4 minutes," emphasizing the product's convenience and quality. The perspective is from the brand, highlighting the product's benefits. - 00:16–00:21 00:16–00:21 The ad shows the noodles being prepared with sauce. The narrator states, "Air-dried, not fried, and each pack has 11g of protein," highlighting the product's health benefits. The perspective is from the brand, emphasizing the product's unique selling proposition. - 00:21–00:24 00:21–00:24 The ad shows the noodles being prepared with sauce. The narrator states, "No msg, no extra junk!" highlighting the product's health benefits. The perspective is from the brand, emphasizing the product's unique selling proposition. - 00:24–00:28 00:24–00:28 The ad shows the noodles being plated. The perspective is from the brand, showcasing the product's presentation. - 00:28–00:31 00:28–00:31 The ad transitions to a creator who states, "Quick and easy," emphasizing the product's convenience. The perspective shifts to the customer, providing a testimonial. - 00:31–00:38 00:31–00:38 The creator states, "Guys this is the BEST GIFT that you can give right now for Christmas and right now, they're having a SALE UP TO 30% OFF!!" emphasizing the product's value and promoting a limited-time offer. The perspective is from the customer, providing a testimonial and call to action. - 00:38–00:46 00:38–00:46 The creator states, "Listen, let's get into these noodles! Look at this," and proceeds to eat the noodles, showcasing their enjoyment. The perspective is from the customer, providing a testimonial and visual demonstration. - 00:46–00:59 00:46–00:59 The creator states, "Good, another meat ball," and proceeds to eat the meatball, showcasing their enjoyment. The perspective is from the customer, providing a testimonial and visual demonstration. The creator states, "Guys, run. Don't walk, run. Get you some Momofuku noodles," reinforcing the call to action.

# Ad summary This ad promotes Momofuku instant noodles as a quick, easy, and delicious alternative to traditional instant noodles. It highlights the brand's association with Chef David Chang, its restaurant-quality flavor, and its convenience. # Brand positioning Momofuku is presented as a brand that elevates everyday food experiences, starting with instant noodles. By partnering with Chef David Chang, the brand aims to bring restaurant-quality flavors and culinary expertise into the home kitchen. The brand positions itself against the norm of 'sad instant noodles,' offering a premium, convenient, and delicious alternative. Momofuku aligns with a lifestyle that values both quality and convenience, appealing to consumers who want flavorful, home-cooked meals without the extensive effort. # Product Momofuku instant noodles are positioned as a premium alternative to traditional instant noodles, offering restaurant-quality flavor in less than 5 minutes. The product is crafted by Chef David Chang, adding credibility and culinary expertise. The noodles are available in various flavors, including Tingly Chili Wavy Noodles, Sweet & Spicy Noodles, Spicy Chili Noodles, and Soy & Scallion Noodles. The ad emphasizes the product's convenience, highlighting that it requires 'zero effort' and makes 'home-cooked meals made easy.' The noodles are presented as a way to 'make 2026 delicious,' suggesting a future where consumers no longer have to settle for inferior instant noodle options. # Visual style The ad has a bright and modern aesthetic, combining polished commercial shots with UGC-style visuals. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace. The production quality is a hybrid of professional and casual, lending credibility and approachability to the brand. The visuals are timed to the voiceover and music, creating a cohesive and engaging experience. # Hooks Spoken: 00:00–00:03: 2026 is the year we stop settling for sad instant noodles. Text overlay: 00:00–00:03: 2026 is the year we stop settling for sad instant noodles (Text Overlay) Visual: 00:00–00:03: A close-up shot of a bowl of noodles being lifted with chopsticks. The noodles are glistening and appear appetizing. In the background, there is a bag of Momofuku Tingly Chili Wavy Noodles and a clean, modern kitchen setting. / 00:01–00:03: A woman with brown hair in a ponytail, wearing a white t-shirt, is shown eating the noodles with chopsticks. She has a satisfied expression on her face. # Funnel stage Consideration # Pain points The ad addresses the pain point of settling for 'sad instant noodles,' implying that traditional instant noodles are unsatisfying and of low quality. # Value propositions - Restaurant-quality flavor in less than 5 minutes - Chef-crafted instant noodles - Easy and convenient home-cooked meals # Benefits - Zero effort - Home cooked meals made easy - Make 2026 delicious # Features - Crafted by Chef David Chang - Ready in less than 5 minutes - Restaurant quality flavor # Call to action Check them out # Point of view - Brand 100% – The ad uses a direct, informative tone to present the product and its benefits. # Storyline - 00:00–00:03 The ad opens with a statement that '2026 is the year we stop settling for sad instant noodles,' setting the stage for a product that challenges the status quo. - 00:03–00:07 The ad introduces Momofuku instant noodles as the solution, highlighting the brand's name recognition and association with quality. - 00:07–00:09 The ad emphasizes the product's credibility by stating that it is 'Crafted by Chef David Chang,' appealing to viewers who value culinary expertise. - 00:09–00:11 The ad highlights the product's convenience by stating that it is 'Ready in less than 5 minutes,' addressing the common pain point of time-consuming meal preparation. - 00:11–00:12 The ad emphasizes the product's quality by stating that it has 'Restaurant quality flavor,' appealing to viewers who want delicious meals without the effort of cooking from scratch. - 00:12–00:13 The ad reinforces the product's convenience by stating that it requires 'Zero effort,' appealing to viewers who want quick and easy meal options. - 00:13–00:14 The ad emphasizes the product's ability to simplify meal preparation by stating that it makes 'Home cooked meals made easy,' appealing to viewers who want to enjoy home-cooked meals without the hassle. - 00:14–00:16 The ad concludes with a call to action to 'Make 2026 delicious,' encouraging viewers to try the product and improve their future meal experiences. - 00:16–00:21 The ad ends with a visual of the Momofuku product line and a call to action to 'Check them out,' encouraging viewers to explore the brand's offerings.

# Ad summary A creator shows how Momofuku noodles have replaced her takeout habit. She demonstrates how easy they are to make and the various flavors to choose from. # Brand positioning Momofuku is positioned as a modern pantry staple that elevates the experience of instant noodles. The brand offers an alternative to traditional, less healthy instant noodles and expensive takeout options by providing restaurant-quality noodles that are quick and easy to prepare at home. It aligns with a lifestyle that values convenience without compromising on taste or nutrition, standing out from the greasy, limp noodles of competitors. The brand presents a functional approach to meals, emphasizing simplicity, health, and flavor. # Product The advertised product is Momofuku noodles, available in multiple flavors including Soy & Scallion, Spicy Chili, and Tingly Chili Wavy Noodles. These noodles are air-dried (not fried) and have 11 grams of protein and zero artificial ingredients. They offer a chewy texture and are neither greasy nor limp. Momofuku noodles cater to individuals seeking a quick, easy, and satisfying meal without the stress of complicated cooking or the disappointment of expensive, soggy takeout. The USPs emphasize the convenience, taste, and health benefits. # Visual style The ad features a blend of clean, bright, and UGC-style visuals. Editing includes quick cuts, especially when showcasing product features or preparation steps, giving the ad a dynamic pace. The use of natural lighting and authentic settings (kitchen, living room) suggests a relatable, casual vibe, aligning with user-generated content trends. The final product shot uses studio lighting on a yellow background. # Hooks Spoken: 00:00–00:03 How Momofuku noodles replaced my takeout habit for good. Text overlay: 00:00–00:03 How Momofuku noodles replaced my takeout habit for good. Visual: 00:00–00:03 A woman with curly dark hair, wearing a long-sleeved pink shirt, opens a large white and red cardboard box with 'MOMOFUKU' printed on it. The box is placed on a dark wood table. Behind her is a beige wall with a framed print. The camera is stationary and shot at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points Spending too much on takeout that disappoints: "I can't be the only one who's overpaying for soggy $18 takeout noodles." # Value propositions - Air-dried, not fried, so the texture is perfectly chewy. Not greasy or limp - Each serving has 11 grams of protein and zero artificial ingredients. Which makes them feel way more filling, and way better for you. # Benefits - Texture is perfectly chewy. Not greasy or limp. - Feel way more filling, and way better for you. # Features - Air-dried, not fried - 11 grams of protein - Zero artificial ingredients # Call to action SHOP MOMOFUKU NOODLES # Social proof - "Momofuku noodles have been everywhere lately, and after seeing all the 5-star reviews, I finally tried them." – Female 1 (Creator) - "And wow! They actually taste like restaurant noodles at home." – Female 1 (Creator) # Point of view - Customer 100% – The ad is told entirely from the POV of a relatable customer/creator. # Storyline - 00:00–00:03 00:00–00:03 The creator opens a Momofuku box with enthusiasm, introducing the claim that these noodles replaced her takeout habit. - 00:03–00:07 00:03–00:07 The creator shows the viewer a bowl of what she claims is soggy $18 takeout noodles, then suggests that you need a noodle upgrade. - 00:07–00:15 00:07–00:15 The creator presents various Momofuku noodle products, noting their presence everywhere lately and positive reviews. - 00:15–00:18 00:15–00:18 The creator expresses surprise and satisfaction with the noodles' restaurant-quality taste, positioning this as a better choice. - 00:18–00:23 00:18–00:23 The creator shows a pot of noodles being prepared, and says that it only takes 4 minutes to prepare the noodles, describing the meal as solid and satisfying. - 00:23–00:27 00:23–00:27 The creator highlights the noodle product's attributes by stating that they are air-dried, not fried, so the texture is perfectly chewy, not greasy or limp. - 00:27–00:33 00:27–00:33 The creator discusses the noodle's nutritional aspects: 11 grams of protein and zero artificial ingredients, leading to a more filling and healthier meal. - 00:33–00:39 00:33–00:39 The creator shares that her favorite part is that she does not need to spend money on takeout. She ends with the claim that once you try it, you won't go back. - 00:39–00:44 00:39–00:44 The ad concludes with a hero shot of the noodles and a 'Taste the Difference' CTA.

# Ad summary This ad promotes Momofuku instant noodles, highlighting that they are a restaurant-quality meal option in five different flavors that can be prepared in under five minutes. The ad emphasizes that these noodles can impress friends and are a better alternative than boring ramen or expensive delivery. # Brand positioning Momofuku is presented as a brand that brings restaurant-quality dining into the home through its instant noodles. The brand is positioned as an accessible alternative to both standard instant ramen and high-end restaurant delivery, emphasizing flavor and convenience. It aims to occupy a space in the consumer's mind as a quick, easy, and elevated meal option, aligning with a modern lifestyle that values both taste and efficiency. The brand avoids the norms of traditional instant noodles by focusing on premium ingredients and diverse flavors, pushing against competitor behaviors that often rely on cheap ingredients and limited variety. The brand’s positioning is both functional, providing a fast and convenient meal, and emotional, allowing consumers to enjoy gourmet flavors without the time commitment or expense. # Product The product being advertised is Momofuku instant noodles, a quick and easy meal option created by the famous New York restaurant group and chef David Chang. These instant noodles come in five different flavors. They are described as restaurant-quality and can be prepared in under five minutes, making them a convenient alternative to both traditional instant ramen and expensive delivery meals. The noodles offer a quick and easy prep, allowing users to impress their friends without spending hours in the kitchen. The noodles are presented as everything and more you could ever want in a hearty, flavorful dinner. The ad directly addresses the pain points of settling for boring instant ramen or spending excessive amounts on delivery by positioning Momofuku instant noodles as a superior choice. # Visual style The ad features a blend of polished shots and user-generated content (UGC) style clips, providing a balance between professional appeal and relatable authenticity. The editing style combines quick cuts to showcase the product's features and smooth transitions to maintain flow. Visual motifs include close-ups of noodles and ingredients, along with shots of people enjoying the product. The pacing is relatively fast, with cuts occurring frequently. The audio is synced with visuals through voiceover lines and sound effects. # Hooks Spoken: 00:02–00:04: Meet Momofuku's Instant Noodles. Text overlay: 00:00–00:02: POV: You found the next viral Tiktok food before everyone else 😋🍲 / 00:02–00:04: Meet Momofuku's Instant Noodles Visual: 00:00–00:02: A close-up overhead shot of a yellow bowl filled with noodles, pieces of meat, and chopped green herbs. A light-skinned hand holding chopsticks pulls up some noodles. The background is a white table. The lighting is bright. Text overlay reads, "POV: You found the next viral Tiktok food before everyone else 😋🍲". / 00:02–00:04: A bird's-eye view of a white bowl filled with noodles. A portion of the bowl is divided with sliced cucumber and peppers, and chopped green herbs. The lighting is bright. Text overlay reads, "Meet Momofuku's Instant Noodles". # Funnel stage Consideration # Pain points The ad addresses the frustration of settling for “boring ramen” or having to spend “$30 on delivery” to get a quality meal, positioning Momofuku noodles as a superior alternative. # Value propositions - Restaurant quality noodles ready in under 5 minutes - A way to impress your friends without spending hours in the kitchen # Benefits - Ready in under 5 minutes - Easy prep - Impress your friends without spending hours in the kitchen - Hearty flavorful dinner # Features - Instant Noodles - Restaurant Quality - 5 Flavors # Call to action Shop now # Social proof - “It's quick and easy prep and you can finally impress your friends without spending hours in the kitchen.” – Male 1 (Customer) # Point of view - Customer 30% – A real or implied user of the product is shown enjoying the product. - Brand 70% – The official voice of the brand is used to communicate product details. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a close-up shot of noodles being lifted with chopsticks from a yellow bowl, immediately drawing viewers in with an appetizing visual. The accompanying text positions the viewer as discovering the next viral food trend before others, creating intrigue and a sense of exclusivity. This is presented from the perspective of a trendy consumer who is always on the lookout for the next big thing. - 00:02–00:04 00:02–00:04: The ad introduces Momofuku’s Instant Noodles with a bird's-eye view of a bowl with noodles, vegetables, and an egg, clearly identifying the product. The perspective is a promotional announcement, designed to familiarize viewers with the brand's offering. - 00:04–00:08 00:04–00:08: The ad highlights the creation of the instant noodles by the famous New York restaurant group and chef David Chang, adding credibility and sophistication to the product. Then the packaging for the noodles is shown. The perspective is from the brand. - 00:08–00:11 00:08–00:11: The ad showcases the variety of flavors available, emphasizing choice and customization for the user. This is presented from the perspective of someone exploring the product features. The tone is informative and inviting. - 00:11–00:13 00:11–00:13: A smiling couple shares a bowl of Momofuku noodles, reinforcing the restaurant-quality taste and enjoyable dining experience. The perspective is from satisfied consumers, adding a social and relatable dimension to the product. - 00:13–00:16 00:13–00:16: The ad highlights the convenience of preparing the noodles, illustrating how quickly they can be ready to eat. The perspective is from the brand, directly addressing a common pain point: time investment in cooking. - 00:16–00:21 00:16–00:21: The ad showcases the easy prep of the noodles, with happy customers sharing a bowl of noodles and talking to the camera. The visuals and testimonial assert that the noodles allow users to impress friends without spending hours in the kitchen. - 00:21–00:26 00:21–00:26: The ad explicitly compares Momofuku noodles to boring ramen and expensive delivery services, positioning the product as a superior alternative. This is communicated through overlaid text and contrasting visuals. The perspective is from a savvy consumer making a cost-effective and delicious choice. - 00:26–00:31 00:26–00:31: The ad emphasizes the value and heartiness of Momofuku noodles, showing them being pulled from a cabinet and prepared in a bowl. The perspective is from the brand, highlighting the product’s completeness and flavor. - 00:31–00:34 00:31–00:34: The ad ends with a call to action and highlights a sale in Sprouts, encouraging viewers to shop now. This is presented from a promotional standpoint, aimed at driving immediate purchases. - 00:34–00:39 00:34–00:39: The ad continues with a call to action and a list of retailers where the noodles can be found, reinforcing accessibility. This is presented from a branding perspective.

# Ad summary A creator runs through a tutorial to show the before and after of cooking Momofuku Spicy Soy Noodles. She highlights the air-dried aspect that helps the texture stay better, and she shows the flavor packet that will make the noodles taste like they just came from a restaurant. # Brand positioning Momofuku is presented as a modern, restaurant-quality noodle brand that is easily accessible for at-home consumers. The brand aims to occupy the space of upscale instant noodles that are simple to prepare and provide a culinary experience akin to dining in a restaurant. By emphasizing the air-dried rather than fried aspect, the brand positions itself as a healthier alternative, pushing against norms associated with traditional instant noodles. This functional positioning focuses on both quality and convenience. # Product Momofuku Spicy Soy Noodles are air-dried instant noodles, that according to the ad, maintain a better texture compared to fried noodles. Each packet contains a flavor packet designed to make the noodles taste like they came from a restaurant. The noodles take three to four minutes to cook. The ad focuses on the noodle's superior texture, authentic restaurant flavor, and ease of preparation. # Visual style The ad has a polished UGC feel, with bright lighting and quick cuts, approximately 150 BPM. The use of text overlays and emojis contributes to the casual, relatable tone, and the transitions are timed to the beat of the music, enhancing the ad's rhythm and engagement. # Hooks Spoken: 00:00–00:02: These noodles are kind of a scientific breakthrough. Text overlay: these noodles / SCIENTIFIC / BREAKTHROUGH Visual: 00:00–00:01: A close-up shot of a person using chopsticks to lift orange noodles from a blue bowl with sliced scallions and carrots. The person is wearing a maroon shirt with a button up collar. / 00:01–00:03: The camera zooms out to reveal a young Asian woman with dark hair holding a blue bowl of noodles and chopsticks. She is smiling at the camera outside in front of a wooden fence. She is wearing a maroon shirt. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of instant noodles often having a less-than-desirable texture compared to restaurant noodles, due to the common frying process. # Value propositions - Restaurant-quality taste at home - Better texture due to air-drying # Benefits - Texture stays better - Tastes like they just came from a restaurant # Features - Air-dried noodles - Flavor packet # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is from the perspective of a creator/customer reviewing and demonstrating the product. # Storyline - 00:00–00:02 The creator holds a bowl of prepared noodles and claims they are a 'scientific breakthrough'. - 00:03–00:06 The creator holds up a package of Momofuku Spicy Soy Noodles and says that they are air-dried instead of fried so the texture stays better. - 00:06–00:08 The creator tears open the package of noodles and holds up the dry brick of noodles to the camera. The text overlay reads BEFORE. - 00:08–00:11 The creator explains that after three to four minutes of cooking, the noodles look like the final bowl of noodles. - 00:11–00:17 The creator holds up the package of noodles and shows the flavor packet that comes in each package of noodles. The creator claims it makes the noodles taste like they just came from a restaurant. - 00:17–00:19 The creator takes a bite of noodles and says that you can taste the difference.

# Ad summary A nursery nurse shares her love for Momofuku instant noodles, showing how easy they are to prepare at work during her lunch break. She highlights the variety pack with three different flavors, and enjoys her noodles on the patio. # Brand positioning Momofuku is presented as a brand that offers convenient and flavorful instant noodles. The brand is positioned as a go-to option for quick and easy meals, perfect for busy individuals who don't want to compromise on taste. The ad emphasizes the variety of flavors available, catering to different preferences and ensuring there's something for everyone. The brand aligns with a lifestyle that values convenience and flavor, making it an appealing choice for those seeking a satisfying meal without the hassle of extensive preparation. # Product The featured product is Momofuku instant noodles, specifically highlighted as being easy to make with just boiling water. The ad showcases a variety pack that includes 15 packs of noodles in three different flavors: Tingly Chili Wavy Noodles, Spicy Soy Noodles, and Soy & Scallion Noodles. The noodles are presented as a convenient meal option for anyone, anytime, any season. The ad addresses the purchase barrier of convenience by demonstrating how quickly and easily the noodles can be prepared, even in a workplace setting. The USPs are the ease of preparation, variety of flavors, and the ability to enjoy a satisfying meal in just a few minutes. # Visual style The ad has a UGC feel with natural lighting and simple editing. The production quality is decent, giving it a casual yet informative tone. The pacing is consistent with quick cuts to show the preparation process and longer shots to show the setting. The visuals are timed to match the voiceover, creating a seamless audio-visual experience. # Hooks Spoken: Four deliveries later and it's finally time for lunch. [Enthusiastic] Text overlay: COME WITH ME ON MY LUNCH BREAK AS A NURSERY 💙 🩺 NURSE Visual: 00:00–00:02: A first-person view of someone walking down a hallway with light-colored walls and floors. The person is wearing blue scrubs and black shoes. Text overlay: "COME WITH ME ON MY LUNCH BREAK AS A NURSERY 💙 🩺 NURSE" # Funnel stage Consideration # Pain points The ad addresses the pain point of having limited time for lunch during a busy workday. The creator mentions, "Four deliveries later and it's finally time for lunch," highlighting the time constraints faced by healthcare professionals. # Value propositions - Easy to make: Just need some boiling water - Variety pack: Comes with 15 packs of noodles and three different flavors # Benefits - Convenient meal option - Quick and easy to prepare - Satisfying meal in just a few minutes - Variety of flavors to choose from # Features - Instant noodles - Easy to make with just boiling water - Variety pack with 15 packs of noodles - Three different flavors: Tingly Chili Wavy Noodles, Spicy Soy Noodles, and Soy & Scallion Noodles # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a nursery nurse who is a customer of Momofuku, sharing her personal experience and love for the product. # Storyline - 00:00–00:02 The video begins with the creator walking down a hallway, setting the scene for her lunch break as a nursery nurse. - 00:02–00:06 She expresses excitement about having Momofuku instant noodles for lunch, emphasizing how easy they are to make with just boiling water. - 00:06–00:11 The creator demonstrates the preparation process, filling a glass container with boiling water and adding the noodles. - 00:11–00:13 She explains that after soaking for three to four minutes, the sauce is added, and the noodles are ready to go. - 00:14–00:18 The creator shares her love for noodles, stating she can have them any time of the day, any season. - 00:18–00:25 She showcases the Momofuku variety pack, highlighting the three different flavors and mentioning that she's having the Soy & Scallion flavor today, though her favorite is the Tingly Chili. - 00:25–00:30 The creator mixes the sauce into the noodles and then walks outside to the patio to enjoy her lunch. - 00:30–00:35 She mentions that it's her first time eating outside in five years because she usually works the night shift. - 00:35–00:39 The video concludes with the creator enjoying her lunch on the patio, emphasizing the peace and satisfaction of a yummy lunch during a busy day.

# Ad summary This ad promotes Momofuku's instant noodles as a quick and convenient alternative to expensive takeout or cooking when feeling exhausted. The ad features a creator who says they find that Momofuku's instant noodles give restaurant-quality ramen for less than $3 a meal. It is a response to negative commentary about Momofuku's pricing and highlights the ease, price point, and quality of the featured product. # Brand positioning Momofuku is presented as an accessible brand offering restaurant-quality cuisine at home through convenient instant noodles and other pantry staples, such as sauces. The brand is positioned as a solution for consumers who want a quick, delicious meal without the cost and guilt associated with takeout or the effort of cooking from scratch. Momofuku challenges the perception that instant noodles are low-quality, instead emphasizing simplicity, high-quality ingredients, chef-developed flavors, and nutritional value. The brand targets busy individuals who don't want to sacrifice taste or quality for convenience. # Product The advertised product is Momofuku's instant noodles, presented as a quick and convenient alternative to takeout. The noodles are chef-developed by David Chang, offering restaurant-quality taste in just four minutes. Key features include 11 grams of protein, air-dried (not fried) noodles, and simple ingredients. The product addresses purchase barriers associated with instant noodles and takeout: the guilt of spending money on disappointing takeout, the dislike of cooking when exhausted, and the perception of instant noodles as unhealthy or low-quality. Momofuku's instant noodles aim to provide a zero-guilt, actually good food option that is both affordable (less than $3 per meal) and satisfying. # Visual style The ad has a UGC feel with polished commercial elements, blending authentic visuals with professional production. Quick cuts are used to maintain a fast pace, while transitions are generally smooth. The production quality is higher than typical UGC but still maintains a relatable aesthetic. The pacing is consistent throughout the ad. Text overlays and product actions are timed to voiceover lines to emphasize key points and maintain viewer engagement. # Hooks Spoken: 00:00–00:05 [Skeptical] I thought they were too, until I realized I was spending way more on takeout. Text overlay: 00:00–00:05 Why would you pay $3 for a bag of instant noodles? That's insanely expensive. (Comment) / 00:00–00:01 they were / 00:01–00:02 too, / 00:02–00:03 I realized / 00:03–00:05 spending way more on takeout. Visual: 00:00–00:01 A split screen. At the top, an Asian man with black hair and a gray baseball cap is smiling and eating noodles with chopsticks. Behind him is a vibrant mural on a food truck. Below, the same man is eating the noodles. The camera zooms in closer. / 00:01–00:02 A split screen. At the top, an Asian man with black hair and a gray baseball cap is eating noodles. Behind him is a vibrant mural on a food truck. Below, the same man is eating the noodles. The camera zooms in closer to the top screen, focusing on the man's face as he chews with his eyes closed. / 00:02–00:03 A split screen. At the top, an Asian man with black hair and a gray baseball cap is eating noodles. Behind him is a vibrant mural on a food truck. Below, the same man is eating the noodles. The camera is focused on the bottom screen, focusing on the man's face as he eats the noodles. / 00:03–00:04 A split screen. At the top, a Caucasian woman with fair skin and tied-back hair is eating noodles with chopsticks. She is wearing a neon green t-shirt. Behind her, buildings are visible. Below, a man with dark skin and short dark hair is eating noodles with a fork. He is wearing a soccer jersey and is in front of a chalkboard with math equations written on it. / 00:04–00:05 A split screen. At the top, a Caucasian woman with fair skin and tied-back hair is eating noodles with chopsticks. She is wearing a neon green t-shirt. Behind her, buildings are visible. Below, a man with dark skin and short dark hair is eating noodles with a fork. He is wearing a soccer jersey and is in front of a chalkboard with math equations written on it. The camera moves closer to the top screen, focusing on the woman as she eats. # Funnel stage Consideration # Pain points The ad addresses the frustration of spending money on disappointing takeout and the dislike of cooking when exhausted. "I hate spending $30 on takeout, let alone on takeout that makes me feel guilty. But I also hate cooking when I'm exhausted." # Value propositions - Convenient alternative to expensive takeout - High-quality meal at a low price point (less than $3 per meal) - Guilt-free dining option # Benefits - Four minutes and restaurant ramen is ready - Zero guilt - Good food when I don't feel like cooking # Features - Restaurant quality ramen - Chef developed by David Chang - 11g of protein - Air dried - Never fried - Simple ingredients # Call to action Get restaurant quality ramen for less than $3 per meal! # Social proof - "I thought they were too, until I realized I was spending way more on takeout." - "And it actually tastes like restaurant noodles." - "I'm obsessed!!!" – Female 1 (Creator) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer reviewing the product and sharing their personal experience. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a comment bubble asking "Why would you pay $3 for a bag of instant noodles? That's insanely expensive." The visual shows a split screen of creators eating noodles. The intention is to introduce a common consumer concern or question about the value of the product and challenge viewers to reconsider their perceptions. - 00:05–00:14 00:05–00:14 A creator speaks from her home kitchen and says she hates spending $30 on takeout, especially when it makes her feel guilty. She adds that she also hates cooking when she's exhausted. This conveys a shared frustration with both costly takeout and time-consuming cooking. - 00:14–00:27 00:14–00:27 The creator introduces Momofuku's instant noodles as a solution, highlighting that it takes four minutes to make restaurant-quality ramen and that the product was chef developed by David Chang. She emphasizes the 11 grams of protein, that they are air-dried, never fried, and that they actually taste like restaurant noodles. This section positions the noodles as a convenient, high-quality alternative to both takeout and other instant noodle brands. - 00:27–00:30 00:27–00:30 The creator shares the product has simple ingredients and claims it has zero guilt. The visuals show the product being prepared. This emphasizes the healthy and guilt-free aspect of the meal. - 00:30–00:36 00:30–00:36 The creator says this is "just actually good food when I don't feel like cooking or paying $30 for disappointing takeout." The visuals show the product being mixed and noodles being picked up with chopsticks. This emphasizes the value proposition of a convenient, high-quality meal. - 00:37–00:45 00:37–00:45 The creator mentions that Momofuku is running their holiday sale and suggests that customers can "get restaurant quality ramen for less than $3 per meal." The creator ends with "I'm obsessed!!!" The intention is to create a sense of urgency and encourage viewers to take advantage of the sale, ending with an enthusiastic endorsement. - 00:46–00:51 00:46–00:51 The Momofuku logo is displayed. The goal is to reinforce brand recognition.

# Ad summary A woman sitting outside reviews Momofuku Sesame Miso Noodles. She describes them as high quality, filling, and faster and better than takeout. # Brand positioning Momofuku is presented as a premium instant noodle brand. The ad highlights the quality of the noodles, stating that they are air-dried instead of fried and have a noticeable quality difference. The brand is positioned as a tasty and convenient alternative to takeout, with a focus on satisfying hunger and flavor. # Product Momofuku Sesame Miso Noodles are quick-cooking noodles that come with a miso sesame sauce. They are described as air-dried, never fried, and cook in just four minutes. The noodles are highlighted as a high-quality alternative to traditional instant noodles and are presented as a convenient and tasty option, superior to takeout. The product is meant to be filling, with the woman stating that one bowl actually fills her up. # Visual style The ad has a natural, casual aesthetic with outdoor lighting. The editing style consists of quick cuts to emphasize different points and actions. The production quality has a slightly polished feel, giving it a UGC-style vibe but with commercial-level clarity. The pacing is consistent, with cuts timed to align with the spoken words. # Hooks Spoken: Female 1: Momofuku noodles aren't the cheapest noodles. Text overlay: 00:00–00:01: momofuku noodles / 00:01–00:02: AREN'T the / 00:01–00:02: cheapest noodles Visual: 00:00–00:01: A woman stands outside, holding a white bowl of uncooked noodles and a brown Momofuku sauce packet. She is wearing a white collared shirt and jeans. The background is a wooden fence and greenery. / 00:01–00:02: Close-up shot of the woman eating noodles with chopsticks. The bowl contains noodles with a reddish-brown sauce. She is wearing a white collared shirt and jeans. The background is a wooden fence and greenery. # Funnel stage Consideration # Pain points The ad implies that viewers may be looking for a quick and tasty meal option that surpasses the quality and taste of typical takeout or instant noodles. # Value propositions - Convenient alternative to takeout - High-quality noodles that are air-dried, not fried - Quick and easy to prepare in just four minutes # Benefits - Tastes better than most takeout - They're faster - One bowl actually fills me up # Features - Air-dried noodles - Comes with miso sesame sauce - Cook in four minutes # Call to action None used. # Social proof - "One bowl actually fills me up. It tastes better than most takeout I order" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is from the perspective of a customer reviewing the product. # Storyline - 00:00–00:01 The woman shows a package of Momofuku noodles and a bowl of cooked noodles, establishing the product being reviewed. - 00:01–00:02 The woman takes a bite of the noodles using chopsticks, visually demonstrating the product in use. - 00:02–00:04 The woman adds sauce to the noodles from the included packet, showing how the product is prepared. - 00:01–00:02 The woman states that Momofuku noodles are not the cheapest noodles, implying they are a premium product. - 00:04–00:05 The woman states the quality is different, reinforcing the premium positioning. This is a direct response to the previous statement. - 00:05–00:06 The woman states that one bowl fills her up, emphasizing the product's satisfying nature. - 00:06–00:08 The woman states that the noodles taste better than most takeout and are faster, highlighting convenience and taste. - 00:08–00:11 The woman explains that the noodles cook in four minutes and are air-dried, never fried, detailing the preparation and quality. - 00:11–00:14 The woman holds up the noodle packet and states that the Sesame Miso noodles are worth every penny, providing a final endorsement.

# Ad summary This ad promotes Momofuku instant noodles as a quick and easy alternative to takeout. It features a woman eating the noodles and a chef holding the product, emphasizing the restaurant-quality flavor and convenience. # Brand positioning Momofuku is presented as a high-quality, restaurant-caliber brand now available in an instant noodle format. The ad emphasizes its origins as a famous NYC restaurant from Chef David Chang, positioning it as a premium option in the instant noodle category. The brand aims to occupy a space in the consumer's mind as a convenient yet gourmet choice, aligning with a lifestyle that values both quality and efficiency. It pushes against the norm of typical, lower-quality instant noodles by offering restaurant-quality flavor in a quick and easy format. The brand positioning is both functional (quick, easy) and emotional (delicious, restaurant-quality). # Product Momofuku instant noodles are presented as a convenient and high-quality alternative to takeout. The product is for anyone who wants a quick, easy, and delicious meal at home. The ad highlights that the noodles are ready in less than 5 minutes and offer restaurant-quality flavor. The noodles come in various flavors, including Tingly Chili Wavy Noodles, Sweet & Spicy Noodles, Spicy Soy Noodles, and Soy & Scallion Noodles. The ad addresses the purchase barrier of time and effort by emphasizing the product's ease of preparation and the high-quality flavor that rivals restaurant meals. The ad tells the viewer that this product is worth trying because it offers a convenient way to enjoy gourmet-quality noodles at home without the hassle of cooking or the expense of takeout. # Visual style The ad has a UGC-style aesthetic with quick cuts and a mix of close-up shots and wider angles. The production quality is polished but maintains a casual feel, aligning with the intended tone of convenience and accessibility. The pacing is fast, with cuts timed to the voiceover and music, creating a dynamic and engaging viewing experience. # Hooks Spoken: 00:00–00:02: We're spending less on takeout in 2026 and here's why. Text overlay: 00:00–00:02: We're spending less on 💵 / 00:01–00:03: takeout in 2026 🍽️ and here's why Visual: 00:00–00:01: A close-up shot of noodles being lifted with chopsticks over a bowl. The background is a blurred kitchen setting with stainless steel appliances. The lighting is warm and inviting. / 00:01–00:02: A woman with dark hair and a red shirt is shown eating noodles with chopsticks. She is in front of a bowl of noodles. The background is a blurred room setting. The camera is at eye level. # Funnel stage Consideration # Pain points The ad addresses the pain point of spending too much money and time on takeout. # Value propositions - Restaurant quality flavor in less than 5 minutes - Home cooked meals made easy with zero effort - Save money on takeout without sacrificing taste # Benefits - Spending less on takeout - Convenient and quick meal option - Delicious and high-quality flavor # Features - Ready in less than 5 minutes - Restaurant quality flavor - Zero effort - Home cooked meals made easy # Call to action SHOP.MOMOFUKU.COM # Point of view - Customer 50% – The ad features a customer eating the noodles and expressing satisfaction, creating a relatable experience. - Brand 50% – The ad uses the official voice of the brand to highlight product features and benefits, providing key information. # Storyline - 00:00–00:02 The ad opens with a shot of noodles being lifted with chopsticks, suggesting a delicious meal. - 00:00–00:02 A woman is shown eating noodles and stating that she's spending less on takeout in 2026, setting up the premise of the ad. - 00:02–00:06 The ad introduces Momofuku instant noodles as the reason for the reduced takeout spending, shifting the focus to the product. - 00:06–00:09 The ad emphasizes the brand's credibility by mentioning that it's the famous NYC restaurant from Chef David Chang, adding a layer of prestige. - 00:09–00:12 The ad highlights the convenience of the product by stating that it's ready in less than 5 minutes, addressing a key consumer pain point. - 00:11–00:12 The ad reinforces the quality of the product by claiming it has restaurant-quality flavor, further enticing the viewer. - 00:12–00:14 The ad emphasizes the ease of preparation by stating that it requires zero effort, making it appealing to busy individuals. - 00:14–00:17 The ad concludes by showing people enjoying the noodles and encouraging viewers to check them out, driving action. - 00:17–00:19 The ad ends with a shot of the product packaging and a call to action to shop on the Momofuku website, reinforcing the brand and driving sales.

# Ad summary This ad for Momofuku noodles highlights the high-quality ingredients and chef-crafted flavors that set them apart from cheap, bland instant noodles. It also promotes a limited-time offer to get a free pack of spicy soy noodles when you spend $50+ with their exclusive winter sale. # Brand positioning Momofuku positions itself as a premium instant noodle brand that defies the norms of the category. The brand emphasizes high-quality ingredients and chef-crafted flavors, suggesting a commitment to taste and quality that goes beyond typical instant noodles. By stating "Our noodles aren't cheap," Momofuku directly addresses the common perception of instant noodles as an inexpensive, low-quality option. The brand aims to occupy a space in the consumer's mind as a desirable and worth-it indulgence, offering a more satisfying and flavorful experience. # Product The ad features Momofuku's Sweet & Spicy Noodles, presented in a red package with the brand's logo. The noodles are crafted by chefs, made with top-quality ingredients, and packed with flavors. The ad copy highlights that these noodles are not like the cheap, bland, and barely satisfying instant noodles that are usually an afterthought. The ad addresses the purchase barrier of higher cost by offering a limited-time promotion: a free pack of spicy soy noodles when you spend $50+ with their exclusive winter sale. The product is presented as a flavorful and more satisfying alternative to traditional instant noodles, worth the extra cost. # Visual style The ad has a clean and straightforward visual style. The product is well-lit and prominently displayed against a white background. The typography is bold and easy to read. The overall aesthetic is modern and minimalist, which aligns with the brand's premium positioning. # Hooks Headline: OUR NOODLES AREN'T CHEAP. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration that instant noodles are usually cheap, bland, and barely satisfying. "There's a reason instant noodles are usually an afterthought—they're cheap, bland, and barely satisfying." # Value propositions - Noodles aren't like the rest - believe you deserve better # Benefits - leave your tastebuds wanting more # Features - crafted by chefs - made with top-quality ingredients - packed with flavors # Call to action None used. # Point of view - Brand: The entire ad is told from the brand's perspective, highlighting their product's unique qualities and value proposition. # Storyline - The ad starts by stating, "OUR NOODLES AREN'T CHEAP," immediately grabbing attention and setting the tone for a premium product. The brand is telling the audience that they are different from typical instant noodles. - The ad copy explains why instant noodles are usually cheap, bland, and barely satisfying, highlighting the common frustrations with the category. The brand is telling the audience that they understand the shortcomings of other instant noodles. - Momofuku asserts that they believe the customer deserves better, emphasizing that their noodles are crafted by chefs, made with top-quality ingredients, and packed with flavors. The brand is telling the audience that they offer a superior alternative. - The ad acknowledges that Momofuku noodles cost more but offers a limited-time promotion to get a free pack of spicy soy noodles when you spend $50+ with their exclusive winter sale. The brand is telling the audience that they can try the product with an added incentive.

# Ad summary This UGC-style ad promotes Momofuku instant noodles, positioning them as a quick, easy, and restaurant-quality alternative to boring instant ramen or expensive delivery. It highlights their convenience and flavor variety while showcasing various use cases and retail locations. # Brand positioning Momofuku is presented as a restaurant-quality culinary brand extending into the home. Positioned as a solution to elevate quick meals, the brand appeals to consumers seeking convenience without sacrificing taste. It differentiates itself by offering flavors created by a famous restaurant group and chef, implying a premium experience compared to standard instant noodles. The brand seems to value accessibility and simplicity, demonstrated through the 'ready in under 5 minutes' claim, while still aligning with an elevated food experience. # Product Momofuku Instant Noodles are depicted as a convenient, flavorful, and restaurant-quality meal option. The product is targeted towards individuals seeking a quick and easy alternative to traditional instant ramen or expensive delivery options. They are available in five flavors and promise a restaurant-quality taste experience that can be prepared in under five minutes. The noodles' USP lies in their fast preparation time, diverse flavors, and chef-driven quality, addressing the purchase barriers of time-consuming cooking and bland taste. The ad shows the product in various use occasions such as a quick lunch, a simple weeknight dinner, or a shareable meal with friends. # Visual style The ad utilizes a blend of UGC-style footage and polished commercial shots. The editing style includes quick cuts to maintain a fast pace, and transitions are generally smooth. The production quality varies between casual home footage and more professional kitchen shots, creating a relatable yet aspirational feel. Visual motifs include close-ups of noodle preparation and eating, often center-framed. The pacing is consistent, with cuts timed to match the upbeat music and voiceover. # Hooks Spoken: 00:00–00:02: You're about to discover the instant ramen that'll change your life. Text overlay: 00:00–00:03: POV: you're about to discover the instant ramen that'll change your life Visual: 00:00–00:02: A smiling woman with fair skin and dark hair, wearing a maroon ruffled shirt, holds a bowl of ramen in her left hand and chopsticks in her right. She raises the noodles up to the camera. The background includes a white wall, a colorful painting, and kitchen cabinets. # Funnel stage Consideration # Pain points The frustration is the trade-off between quick, convenient food and high-quality taste. The ad presents ordinary instant ramen as 'boring' and restaurant delivery as expensive ('$30 on delivery'), highlighting the need for an alternative. # Value propositions - Restaurant quality noodles in under 5 minutes - Everything you could ever want in a hearty, flavorful dinner - Quick and easy prep allows you to impress your friends without spending hours in the kitchen # Benefits - Impress your friends - Avoid spending hours in the kitchen - Avoid boring instant ramen - Avoid spending $30 on delivery # Features - Five flavors - Restaurant quality - Ready in under five minutes - Quick and easy prep # Call to action Shop now # Point of view - Customer 60% – The customer POV is conveyed through casual, conversational language, showcasing individuals enjoying the product. - Brand 40% – The brand POV is communicated through product displays, claims, and highlighting the founder's expertise. # Storyline - 00:00–00:02 The ad opens with a woman holding a bowl of ramen, presenting it from a viewer's perspective. - 00:02–00:05 The ad presents the 'Meet Momofuku's Instant Noodles' tagline, and a variety of curated bowls of noodles are shown. - 00:05–00:06 The bag of Momofuku Sweet & Spicy Noodles is shown to the viewer to reinforce the advertised brand. - 00:06–00:08 The ad zooms in on ramen with a hand using chopsticks to show the brand noodles' texture. Then, multiple flavors and ingredients are shown. - 00:08–00:10 David Chang, the founder of Momofuku, is shown preparing the noodles. - 00:10–00:12 The ad shows the noodles taken directly out of the bag. - 00:12–00:22 The ad transitions to showing various people enjoying the ramen, emphasizing its restaurant quality and quick preparation. - 00:22–00:27 It shifts to address the pain points of boring ramen and expensive delivery, highlighting the product as a superior and convenient option. - 00:27–00:31 The ad demonstrates the well-stocked supply of noodles available to the customer to emphasize that this is everything you need for a quick, hearty dinner. - 00:31–00:39 It ends with a call to action, showcasing the sale and availability at Sprouts, as well as other retailers.