How Momofuku Educated Retail Customers And Made $20,000+

Momofuku is an iconic culinary brand founded by chef David Chang, known for its innovation and dedication to flavor. From restaurants to pantry staples like Chili Crunch, Korean BBQ sauces, and noodle starter packs, Momofuku brings restaurant-quality ingredients into home kitchens. With a loyal following of amateur cooks and food enthusiasts, the brand is focused on building a strong community and sharing its ethos through every product experience.

Momofuku sought to enhance the way customers interacted with their products across Amazon, Costco, and other retail channels. Their primary challenges were:

Educating Customers

Momofuku wanted to educate customers that they sell more than just Chili Crunch and showcase their diverse product offerings.

Sharing the Brand Story

On platforms like Amazon, where brands can feel faceless, Momofuku needed a way to communicate their unique story and ethos to a wider audience (while finding a way to identify their Amazon customers for future marketing efforts).

Driving Retail Engagement

For their first-ever Costco launch, Momofuku aimed to create excitement and engagement around their products using a rebate campaign, while capturing Costco customers’ information to transition them into their DTC channels.

Building Their Community

Momofuku wanted to capture customer emails and integrate them into their broader community, using email strategies to deepen relationships and share recipes and cooking inspiration.

Momofuku partnered with Brij to create dynamic product-specific digital experiences and execute a targeted rebate campaign. Here’s how Brij supported their goals:

Product-Specific Experiences‍

Brij attached unique digital experiences to Momofuku’s best-selling products, including Chili Crunch, Korean BBQ sauces, and noodle starter packs. Each experience featured:

Product-Specific Recipes: Showcasing ways to use Chili Crunch and other products to elevate home cooking.

Free Recipe Cookbook: Customers could enter their email to download a recipe book, helping Momofuku capture customer information.

Rebates for Costco Launch‍

For their first-ever Costco launch, Momofuku offered a rebate for Chili Crunch, including:

• A $3 rebate or a Buy 2, Get $ Back offer.
• Customers could submit a receipt via SMS to get reimbursed for their purchase.
• Once the rebate concluded, the experience was updated to focus on how to use Chili Crunch, ensuring continued engagement.

Brand Storytelling on Amazon‍

Momofuku leveraged Brij to communicate their brand story to Amazon customers through product inserts. These inserts directed customers to digital experiences where they could:

• Access product-specific recipes.
• Download the free cookbook by entering their email.
• Learn more about Momofuku’s ethos and diverse product lineup.

1st-Party Data Collection‍

Brij’s experiences prompted customers to share their email, where they purchased the product and how they first heard about Momofuku. This gave the brand valuable insights into their customer base while helping build their owned audience.

With Brij’s platform, Momofuku achieved impressive results across retail and e-commerce channels:

• 50,000+ scans, demonstrating strong customer engagement with product-specific digital experiences.
• 150,000+ total engagements, highlighting the appeal of their content, recipes, and rebate offers.
• $24,000+ in incremental revenue, directly tied to Brij-enabled experiences.

A 20% scan-to-registration rate, converting Amazon and retail customers into email subscribers and community members.

Building on the success of these initiatives, Momofuku plans to:

• Expand Product-Specific Experiences: Attach unique digital content to more product lines, focusing on education and inspiration for home cooks.
• Leverage Community Growth: Use the captured emails to deepen engagement through personalized, product-specific email campaigns and recipe-driven content.
• Refine Retail Strategies: Execute more targeted campaigns for future retail launches, leveraging insights from Brij to optimize inventory and offers.

By combining product education, storytelling, giveaways, and rebate strategies, Brij enabled Momofuku to share their brand story with new customers while driving meaningful engagement and revenue growth.