THE Brief

Launch Buldak’s range of spicy sauces with an engaging activation, targeting Gen Z.

THE way in

The Buldak spicy sauces are great on more than just noodles; they’re an all-purpose condiment perfect for almost any meal.

THE idea

To hero the versatility of Buldak’s sauces, we opened a ‘sauce truck’, instead of a food truck, near university food areas. Students brought their own meal and paired it with a Buldak sauce (or all three!) for a reward.

• Students brought their own food, from pasta and sushi to soup and ice cream, to be paired with Buldak hot sauce - nothing was off limits and creative meals were rewarded!

• We set up an instagrammable branded Photo Booth where students could capture a snap of their spicy snack.

• Students were encouraged to share their creation on social with the
hashtag #eattheheat for the chance to win a lifetime supply of hot sauce.

• Buldak shared top dishes on their channels and followers voted to crown the winner.

• As a bonus, we gave consumers a thermochromic-ink covered coupon that revealed a discount for Buldak sauce when heat was applied (body heat for example).