What started in the 1970s as a Bay Area family selling handmade dumplings has become one of America’s most recognized names in Asian cuisine. The Ling Ling story has always been about authenticity—recipes crafted from scratch with wholesome ingredients and the unmistakable flavor of home.

When Ajinomoto Foods North America acquired Ling Ling in 2014, the brand had distribution muscle but little brand love. After years of inconsistent advertising, consumer research revealed the truth: shoppers remembered the box, but not the story. Ling Ling had lost its cultural distinctiveness—and its voice on shelf and screen.

That’s where Left Off Madison stepped in.

We rebuilt the brand from the ground up—starting with sharper consumer insights and refreshed positioning that honored its heritage while modernizing its appeal. We then carved out clear, differentiated lanes for Ajinomoto’s full frozen-food portfolio—ensuring each brand could grow without cannibalizing the other.

Through Left Off Madison’s disciplined portfolio management, Ling Ling found its lane with value-conscious, busy families seeking authentic Asian meals at home; Ajinomoto leaned into premium Japanese authenticity for discerning food enthusiasts; and Tai Pei connected with more budget-minded shoppers looking for flavor and convenience on a dime.

Our full-funnel strategy—spanning national media, organic social, and shopper marketing—re-introduced Ling Ling with storytelling that celebrated real ingredients, real culture, and real family flavor.

The result: Over the last three consecutive years of full-funnel advertising, Ling Ling’s user growth jumped an average of 23% year over year (Source: MRI-Simmons). Proof that when strategy, storytelling, and shelf presence align, even a legacy brand can reclaim its magic—and its market share.