You can only try a dish for the first time once

Noodles & Company is out with a new campaign showcasing the celebration of trying a new favorite dish for the first time and highlighting the benefits of breaking routine at mealtime.

In a national 30-second spot created by marketing agency Fortnight Collective, a Noodles & Company waitress snaps a Polaroid of a smartly dressed Gen Z customer as he tries a new dish. Taking the photo, he says, "You can only try a dish for the first time once" and pulls out a scrapbook documenting his different "first" pasta dishes offered at the national chain and ending with his first Wisconsin Mac & Cheese.

The waitress opens a locket hanging from her neck to show a photo of said mac and cheese: "This was mine," she says, to which he replies in awe, "You get it."

"Noodles & Company was not getting the credit they deserved for their incredibly diverse array of menu options," said Adam Chasnow, chief creative officer at Fortnight. "Our campaign aims to solve that misconception and, as a result, increase the frequency of guest visits given their menu’s ability to satisfy any appetite or craving."

The campaign launched in 31 states on Feb. 14. It’s using video, social, web and display on YouTube, CTV, Facebook and Instagram as well as programmatic and social and digital banners. Besides :30 and :15 "Biggest Fan" videos, Fortnight also created :30 and :15 food-focused videos.