Pot Noodle underscores reduction in salt content
Pot Noodle is to highlight a 50% reduction in salt levels across its range in a TV campaign.
The work, which breaks on 1 September, is part of a £10m
promotional spend on the Unilever brand this year, following its
repositioning as a healthy snack.
Created by Mother, the campaign continues the 'Pot Noodle mining' theme,
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The execution depicts a reporter conducting an interview with a Pot
Noodle foreman and veteran miner with a high-pitched voice, who explains
how the salt has been extracted from the noodles.
Pot Noodle has also agreed an on-pack promotional tie-up with The X
Factor, offering consumers the chance to win tickets to the live shows
and accompanying tour as well as mobile phones and iPods. The ITV talent
show's logo will appear on the front of Pot Noodle packs.
Pot Noodle underwent a £10m relaunch last year that saw it cut
salt and fat levels significantly, to attract a wider audience. The
brand also revamped its packaging and logo.
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