Crossmedia won the account in partnership with High Wide & Handsome, which handles creative. The pair collaborated on Nissin Food's first major national advertising campaign for the Cup Noodles brand in more than 17 years. "Just Warmin' Up" consists of broadcast cable, digital video, custom content, paid social, and an all-you-can-consume noodle festival in Southern California.
The assignment follows an increase in distribution of the company's products in Kroger Stores. The media account is handled out of Crossmedia's L.A. office.
"Nissin Foods brands are household names, we're delighted to be named their media agency of record," said David Heimlich, executive director of Crossmedia L.A. "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."