By John Glenday, Reporter

March 31, 2023 | 4 min read

The instant noodle brand is positioning itself as the perfect hole-filling product.

Pot Noodle has positioned itself as an indispensable tool for motorists wishing to fill up before hitting the road – and for infilling the road itself.

‘Nothing Fills a Hole Like a Pot Noodle’ sees the instant snack brand target sites and media in the pothole hotspots of Surrey, Essex and Northamptonshire, assuaging road users that help is at hand with a tub of dried noodles.

Driven by the crumbling state of Britain's eroded carriageways the campaign is born from the fact that one road every nine miles is in urgent need of repair.

If that wasn’t enough the multipurpose nature of Pot Noodle is also revealed in a series of Instagram images showing a variety of holes from a pool table pocket to a birdhouse and washing machine all stuffed with noodles.

Social media users will be invited to get in on the act with a custom GIF sticker pack on Instagram Stories permitting people to digitally fill a hole of their choosing with the hashtag#NothingFillsAHoleLikePotNoodle.

Richard McGrann, creative at Adam&EveDDB, said: “In today’s purpose-driven advertising, there can be no higher calling than plugging a hole on the B372 with a steaming hot portion of Bombay Bad Boy”

Andy Clough, fellow creative at adam&eveDDB added: “Once you’ve stuffed a postbox with Chicken & Mushroom Pot Noodle, you begin to see a world full of opportunities.”

Running throughout the week the campaign will feature on the side of a digital ad van touring some of the bumpiest roads in the country.


Client: Unilever

Brand: Pot Noodle

Project/Campaign name: Nothing Fills a Hole Like Pot Noodle


General manager foods (nutrition): Andre Burger

Marketing director: Georgina Bradford

Marketing manager: Shannon Lennon-Smith


Chief creative officer: Richard Brim

Creative director: Mark Shanley

Copywriter: Richard McGrann

Art director: Andy Clough

Social creative: Judith Tulkens

Joint head of integrated production: Sally Pritchett

Agency producer: Sophie Fletcher, Amy Simmons

Senior planner: Liora Ingram

Junior planner: Lucy Wilson

CEO: Tammy Einav

Managing partner: Tom White

Account directors: Max Sullivan & Hugo Evans

Project director: Rasha Noronha

Head of design: Paul Knowles (KH)

Head of CGI (Retouch) : Charlie Townsend (KH)

Senior creative artworker/studio manager: Dave Callow (KH)

Creative artworker: Sam Harris (KH)

Head of digital production: James Brown (c&a)

Senior interactive designer: Adrian Baker (c&a)

Motion producer: Rebecca Hunnybun (c&a)

Graphic/print producer: Tony Hutton (c&a)

Junior motion creator: Honor Northridge (c&a)

Design director: Adrian Barker (c&a)

Content director: Dan Boulton (c&a)

Assistant producer: Jake Parker (c&a)

Mindshare UK\

Business director: Tess Domenet

Account manager: Nathan Hope

Account executive: Megan Wieland


Senior account director: Rikul Sudra

W Communications

Campaign director: Grace Jackson

Associate creative director: John Wilkinson

Associate director: Jess O’Donoghue

Account director: Paige Hartley

Senior account executive: Ella Bull

Academy Films

Photographer: Frederick Paxton

EP /head of photography: Charlotte Long

Producer: Aidan Brooks

1st assistant/digi op: Simon Wellignton

Production manager: Daragh McCann

Production assistant: Dara Phillips

Runner: Luca Visockaite

Runner: Tai Carter


Audio producer: Ethan Day

Audio creative director: Dan Beckwith


Colourist: Kai Van Beers

2D: Chrys Aldred

Senior producer: Charlotte Griffin


Composer: Jon Clarke

Producer: Sian Rogers

Production Assistant: Chris Christoforou

Adam&EveDDB Creative Creative Works

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