Noomi Noodles · Vancouver, CA
Two friends from Vancouver, launching their first product: a spicy kimchi ramen with 29g protein. With only a direct audience of friends and family, they were stuck in a bubble. We brought them out by making the launch strategy and the content.
Launched 13 August 2026 · figures to 27 August
@eatnoomi
The problem
Ting and Vish met in high school and spent a year getting the noodle right. Armed with a product they believed in, they were ready to launch — but they had no plan how. No sequence, no strategy, no idea what to say first.
So we built one. A launch plan and a style to carry it, both drawn out of the brand they already had: what to say, in what order, which posts to put money behind, and when to open the doors.
The bubble was friends and family. Getting out of it was the job.
As a startup, marketing and content are the biggest time consuming aspects of the whole business process.
What they thought they were buying
I thought it was going to be a pure content play. [Genco] outputs images and videos, we post them.
It was not. Before a single image was made, the question was when to launch and what had to be true by then. Two decisions came out of that and both of them changed the result.
Decision one
Noomi wanted to open on 25 July. We argued for seeding first: post the founders, the product and the proof for three weeks, so that opening day landed in a room that already knew who they were. They agreed, and the Founding Batch went live on 13 August instead.
Everything we made for the launch, across the month it was made for. Posts above the line, stories below it. Three weeks of run-up went into the gap the delay opened.
It changed the whole way I was thinking about launching the brand.
Decision two
A small test budget was in the plan from the start, and it sat there unspent. Nobody wants to be the first-time founder who lit money on fire. We pushed for one ad to actually run, on the settings the plan already specified: their own account, greater Vancouver, attribution on add to cart.
5.26×
return on ad spend, against a 3.00× target
Meta’s own attribution, for the week of 17 to 23 August.
What ran
Over the timespan of 4 weeks we experimented with different kinds of content. Besides launching the product, we prioritised attaching the faces of the founders to the brand's image. The authenticity became a hit right away.
Best watched
Four times the reach of anything else they posted. No product shot in the set came close. It was clear that their journey was the best performing format on their account. That was the plan: the launch strategy put the two founders and their story first, and the product imagery was there to back it up.
The first shipment arrives
3,159reached
Handing bowls to strangers
809reached
Why we made it
679reached
Every box goes out today
534reached
An interview with Tara
338reached
The doors are open
283reached
The Founding Batch opens
204reached
August 13, that’s the day
134reached
Why 29g, not 32g
119reached
The Refuel
99reached
A busy week, sorted
89reached
The part that matters
Every first launch sells to its own circle. The friends buy, the family buys, and the number looks like a business until it stops.
By the end of August, on the founders’ own count, roughly a third of their orders were from outside those circles entirely. About a fifth of the first run was gone and the first repeat subscribers had signed up.
People they had never met were writing about the noodles.
Afterwards
Having someone [like Genco] who knows what they are doing, and to bounce off of, is huge. Especially for something as big as a launch.
Noomi keeps posting from the plan we wrote together. The strategy is theirs to keep, which was always the point of writing it down.
Tell us what you need. We come back with a proposal usually within two working days.
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