Saikebon, the leading instant noodle brand, is launching more than a campaign. <\/p>\n\n
It is sparking a true cultural movement. To lead it, the brand has partnered with one of Italy\u2019s most iconic voices of Gen Z: ANNA Pepe.<\/strong> <\/p>\n\n 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”<\/strong>. <\/p>\n\n A natural connection between brand and artist<\/strong><\/p>\n\n On air from October to November, the campaign stems from the strong affinity between ANNA, a true Gen Z icon, and Saikebon\u2019s long-standing philosophy, captured in its iconic claim \u201cTake Eat Easy.\u201d Both stand for freedom of expression, spontaneity, and living life without compromise. <\/p>\n\n 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. <\/p>\n\n A multi-channel pop culture moment<\/strong><\/p>\n\n The \u201cTotal Baddie, Zero Sbatti\u201d campaign came to life across TV, radio, digital platforms, and social media, including Instagram, TikTok, and Spotify.<\/p>\n\n In the TV commercial, viewers step into ANNA\u2019s dressing room, where she enjoys Saikebon noodles while embracing the campaign\u2019s attitude to the beat of her hit \u201cD\u00e9sol\u00e9e.\u201d 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\u2019s world. <\/p>\n\n Saikebon enters pop culture<\/strong><\/p>\n\n \u201cSaikebon has revolutionized instant noodles in Italy by creating new rituals and giving the category a fresh voice,\u201d says Francesca Sans\u00f2, Marketing Director of GBfoods Italy<\/strong>. \u201cPartnering with ANNA allows the brand to go even further, entering pop culture while staying true to its original spirit. \u2018Total Baddie, Zero Sbatti\u2019 is more than a campaign. It is an invitation to join an authentic community where self-expression comes naturally.\u201d <\/p>\n\n