Pot Noodle solves Britain’s pothole crisis with void-filling campaign
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.
Credits
Client: Unilever
Brand: Pot Noodle
Project/Campaign name: Nothing Fills a Hole Like Pot Noodle
Unilever
General manager foods (nutrition): Andre Burger
Marketing director: Georgina Bradford
Marketing manager: Shannon Lennon-Smith
Adam&EveDDB
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
Kinetic
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
Factory
Audio producer: Ethan Day
Audio creative director: Dan Beckwith
1920VFX
Colourist: Kai Van Beers
2D: Chrys Aldred
Senior producer: Charlotte Griffin
Siren
Composer: Jon Clarke
Producer: Sian Rogers
Production Assistant: Chris Christoforou