Keeping bright minds and busy workers fuelled
Mr Lee’s gift sampling activation reaches 20,000 young creatives and corporates through co-working spaces across Australia
Avg. CPR
$0.36 AUD
physical reach
Very good, tasty! Wish we would have had the Veg options. Love that it's gluten-free.
The Commons Sydney Central
Overall people like them!... I would buy the Chicken laksa one now that I’ve tried these other two flavours. John was pleasantly surprised there are actual veggies in them - the broccoli in the Beef flavour is awesome!
WOTSO Sunshine Coast
Hong Kong Street Beef was more popular than Zen Garden Vegetable. Everyone loved the quality of the noodles and the ease of use. They were very popular. Members with young families were impressed and took some home for their children to try!
Thrive Network
The feedback for packaging, design and portion size are very positive. People love the colours, logo and font, saying they would buy the product based on looks alone. Most members that tried wanted to try the other flavours, some mentioned they enjoy the Beef flavour often. Companies we distributed to include Broadsheet Media, PerkBox,, Airbnb management company Airsorted, and Komodo.
Thrive Network
Our members were extremely grateful and excited to have cuppa noodles with a healthy, msg-free recipe. Unfortunately, the general consensus was that the flavours were a bit off. Having said that, the vegetable noodles were much more popular than the street beef.
Worksmith ELLA, CBD Melbourne

Mr Lee’s Noodles, proudly founded by Damien Lee, are already known the world over for their delicious Vietnamese noodles. Unlike most other cup noodles, their ingredients are freeze-dried, not dehydrated. This locks in more of the flavour, nutrients and vitamins. They’re also gluten-free, msg-free and the Zen Garden Vegetable flavour is vegan — appealing to a growing number of consumers eating “free-from” diets.

Available in two great flavours — Hong Kong Street Beef and Zen Garden Vegetables — Mr Lee’s were excited to now offer their healthier cup-of-noodles to Australian consumers through Harris Farm Markets, Woolworths, Amazon and their own website. To drive brand awareness and encourage consumers to try this new product, the brand needed a sampling campaign that would put them front and centre with their target audience of time-poor, modern workers and their families.

Mr Lee’s identified that bringing their brand and product samples into co-working spaces would be an effective way to connect with their audience. Through Brandcrush, they were able to easily find and book their gift-sampling campaign into 25 unique co-working locations in Sydney, Melbourne, and Brisbane.

Over several days, the staff at each space actively gave out full-sized sample cup of Mr Lee’s Noodles to hungry, curious members, and self-serve product displays were set up with a strut card and flyers offering a limited time discount on purchasing the noodles from Woolworths. Members at the co-work spaces were encouraged to take a cup of Mr Lee’s Noodles home for their friends and family to try, too.

The activation was a huge success. For a cost-per-reach of just $0.36, Mr Lee’s reached more than 20,000 potential new customers, building brand awareness and driving interest for the product. The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.