The Challenge
Pot Noodle has historically been associated with students and young adults and consequently has leant into this with its communications, creating subversive, tongue-in-cheek campaigns such as 'The Slag of all Snacks.' This campaign builds on that legacy, against the backdrop of an increasingly cluttered category with new innovation, brands, and imitations, all eating away at our market share. We looked to defend our position as the original British instant noodle, in a way uniquely Pot Noodle.
The Solution
Pot Noodle is the original British noodle. For decades its rule remained. However, in recent years, the instant hot snacks category has been heating up. New innovations, new brands, and imitations were eating away at our market share. We needed to defend our position as the number one British instant noodle brand in a way that only we could. To show people that nothing hits the spot like Pot Noodle, we shot faces in moments of pure satisfaction, reminiscent of a moment where something has really hit the spot.… It's just the exact facial expression someone would make while enjoying a juicy forkful of Pot Noodles. That's all.
