一粥麵 upgraded its Vegetable Rice (菜飯) with quinoa (藜麥).  It may be a small product upgrade, but we turned it into a big wedding celebration. The campaign was orchestrated by Noah Workshop, together with Bakery, and Dino & Parrot.

The Idea

When quinoa (藜麥) met Vegetable Rice (菜飯), we didn’t want to just announce a new ingredient. Instead, we saw the addition of quinoa as the perfect match for 菜飯, leading to a simple idea:

「藜菜聯婚」

The Activation

The campaign culminated in a traditional Chinese marriage ceremony, complete with a bridal sedan chair (花轎) and bearers (轎伕) staged outside the restaurant, inviting customers to join the celebration themselves.

A strong idea reminds us that a product story doesn’t just stay on the menu. It becomes something people can experience.

The Team

• Dino & Parrot developed the creative concept, social content and activation
• Bakery produced the TVC
• Noah Workshop helped bring the idea to life through strategy and activation planning

Scope of Work

• Activation
• Social Content
• Digital
• POSM
• TVC