Independent Media Agency Partners With L.A. Creative Shop High Wide & Handsome to Launch Brand’s First Advertising in 17 Years


LOS ANGELES, CA – FEBRUARY 3, 2017 – Independent media agency Crossmedia, announced today that it was named media agency of record (AOR) for Nissin Foods (USA), makers and distributors of instant ramen noodle products iconic Cup Noodles, Top Ramen, Bowl Noodles, Souper Meal, Ramen Noodles and Nissin Raoh. Following a review, Crossmedia won the account in partnership with High Wide & Handsome, based here, which handles creative. The assignment follows a recently announced increase in distribution of the company’s products in Kroger Stores. The media account is being handled out of Crossmedia’s L.A. office, and includes planning, buying and RedBox Analytics, the agency’s fully integrated suite of analytics tools.


“Nissin Foods brands are household names, we’re delighted to be named their media agency of record,” said David Heimlich, Executive Director of Crossmedia’s L.A. office. “Until now their popular instant noodle brands have prospered largely through retail exposure and word of mouth. We are thrilled to be working with High Wide & Handsome to generate renewed awareness in the brand on a national stage and drive sales at retail.”


Upon being awarded the business, Crossmedia and High Wide & Handsome helped Nissin Foods USA launch the first major national advertising campaign for the Cup Noodles brand in over 17 years. The “Just Warmin’ Up” campaign incorporates broadcast cable, digital video, custom content, paid social, and the world’s first all-you-can-consume noodle festival in Southern California.


About Crossmedia

Crossmedia is an independent full service communications planning and media services agency with offices in New York, Philadelphia, Los Angeles, Dusseldorf, Hamburg and Berlin. It has earned two Advertising Age Best Small Agency awards and was named by Adweek as a pioneering “New Model Agency,” the only media agency recognized in these categories. A fully transparent alternative to traditional media agencies, Crossmedia focuses on close creative collaborations with clients and agency partners, and provides real-time media analytics. Crossmedia clients include US Bank, GNC, The Hartford, KIND Healthy Snacks, New Era Caps, People Magazine, Ventura Foods, Whole Foods Market and White Castle.


About Nissin Foods

Nissin Food Products Co. Ltd. was established by Momofuku Ando in 1958, who invented the first instant ramen noodle to Japan. In 1970, they established Nissin Foods (USA) Co., Inc. in Gardena, California introducing ramen noodles to the U.S consumers. In 1971 the company invented Cup Noodles, and revolutionized the industry by making it possible to package, prepare and serve noodles all in the same container. For nearly 60 years, Nissin Foods has been providing consumers with quick and delicious meal solutions.


In the U.S., Nissin Foods USA develops and markets a variety of products including Bowl Noodles®, Chow Mein, Cup Noodles, Ramen Bowl, Souper Meal® and Top Ramen® uniquely positioning them to meet the needs of today’s busy lifestyles. The company’s corporate philosophy inspires commitment to taste, convenience and quality.