Pot Noodle’s infamous “slurp” – which has proved something of a love it or loathe it strategy, especially online – is back in a new campaign that reaffirms the “King of Snacks” brand platform, “Nothing Satisfies Like Pot Noodle”.
Created with Adam & Eve TBWA, the new work builds on the brand’s award-winning 2024 campaign, which originally featured an epic 12-second slurp before being re-edited with softer sounds following a widespread outcry.
The campaign makes the most of the Unilever brand’s divisive “sonic asset” with a 30-second film set in a cinema packed with horror movie fans. They are expecting the scares to come from the big screen, but a Pot Noodle-loving moviegoer proves far more terrifying.
The film launches alongside a series of out of home ads which lean into Pot Noodle’s reputation for cheeky advertising while reinforcing the satisfaction message. Featuring extreme close-ups of ecstatic faces, the suggestion, however, is that a rather different spot is being hit.
The work breaks this week and runs until the end of April across cinemas, OOH video on demand and social channels.
Pot Noodle brand marketing manager Madeleine Boulton said: “Before the Internet comes at us, we’re not advocating for people to eat noisy snacks in the cinema. However, our Pot Noodle fans appreciate a no‑nonsense, deeply satisfying way to tackle hunger whenever it strikes. This campaign is our tribute to that love, by celebrating our fans, their favourite flavours, and the unapologetic ways they choose to enjoy Pot Noodle, no matter what others might think.”
Adam & Eve TBWA executive creative director Mark Shanley added: “Have you bought food at the cinema lately? Wow! Expensive and not even very satisfying. Pot Noodle on the other hand is both cheap and satisfying. So we’ve had a lot of fun with that.”
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