Saikebon, the leading instant noodle brand, is launching more than a campaign.

It is sparking a true cultural movement. To lead it, the brand has partnered with one of Italy’s most iconic voices of Gen Z: ANNA Pepe.

At the heart of this collaboration is a shared mindset: encouraging people to express themselves freely, with confidence and authenticity, following their own path and living every moment to the fullest, without expectations and without pressure. In short: "Total Baddie, Zero Sbatti".

A natural connection between brand and artist

On air from October to November, the campaign stems from the strong affinity between ANNA, a true Gen Z icon, and Saikebon’s long-standing philosophy, captured in its iconic claim “Take Eat Easy.” Both stand for freedom of expression, spontaneity, and living life without compromise.

Saikebon has always simplified life for people constantly on the go. Just add hot water and, in three minutes, your meal is ready. A quick, tasty solution with zero hassle, just like a song that can change the mood of an entire day in only a few minutes.

A multi-channel pop culture moment

The “Total Baddie, Zero Sbatti” campaign came to life across TV, radio, digital platforms, and social media, including Instagram, TikTok, and Spotify.

In the TV commercial, viewers step into ANNA’s dressing room, where she enjoys Saikebon noodles while embracing the campaign’s attitude to the beat of her hit “Désolée.” Beyond the hero content, fans were able to engage through dedicated social activations and an in-store contest offering exclusive prizes, creating a direct connection with both the brand and ANNA’s world.

Saikebon enters pop culture

“Saikebon has revolutionized instant noodles in Italy by creating new rituals and giving the category a fresh voice,” says Francesca Sansò, Marketing Director of GBfoods Italy. “Partnering with ANNA allows the brand to go even further, entering pop culture while staying true to its original spirit. ‘Total Baddie, Zero Sbatti’ is more than a campaign. It is an invitation to join an authentic community where self-expression comes naturally.”

What’s next: Hot & Spicy

And the partnership does not stop here. In October, Saikebon also launched a bold new product: Hot & Spicy. Sponsored by ANNA, it is already hitting shelves and is set to become one of the hottest protagonists of the coming year!