Scared of the slurp? Among a shortlist brimming with ads to put a spring in your step, it was Pot Noodle and Mindshare’s alternative message to sound-sensitive readers that took March’s ‘ad of the month’ crown
The ad complemented Pot Noodle’s wider campaign by focussing in on its controversial use of hungry slurps from people enjoying their dinner. Pot Noodle responded to the ‘public backlash’ in news brands, running an ‘apology’ for the sounds that some viewers on other channels just couldn’t stand. Using a QR code, sound-sensitive readers could enjoy the video advert with an equally scrumptious (but less slurpy) soundtrack.
The ad also scored well with readers in a poll commissioned by Newsworks and carried out by RAM UK. In a nationally representative study of 150 readers, Pot Noodle’s campaign came out on top not only as the shortlist’s cleverest and most original, but also the most popular of the bunch. Many found it clever and appreciated how the ad catered to some consumers’ preference for a less slurpy campaign.
Nathan Hope, account director at Mindshare, said: “We were delighted to be able to recommend news brands as part of the channel mix and it’s another reminder of how light-hearted and playful brands can be in quality, traditional media environments where we can build high campaign reach quickly and be flexible on precisely when we go live.
“Metro’s gossip section and the i’s sport pages were ideal placements for the ad — created by adam&eveDDB — which was QR code-enabled, allowing for greater consumer engagement. It’s brilliant that Pot Noodle were committed to partnering with news brands for this campaign, it was a lot of fun to work on and the end result was fantastic.”
Lena Portchmouth, marketing manager at Pot Noodle, added: “We know our slurping has caused a stir across the nation – and we have been personally contacted for promoting this sound in such a big way. Even though we are still firm supporters of the SLURP and everything it represents, we wanted to change the conversation on X where the Slurp had received some of the negative engagements.
“Therefore, we launched the “Compensation Pot” , putting our money where our mouth is and enabling consumers to be in with a chance of receiving a share of a £10,000 compensation pot of money available. All they had to do was follow a QR code and publicly accept our apology on X. We saw a great uptake on the offer, and we now hope that everyone who has engaged with the campaign feels truly satisfied!”
Well done also to PHD’s Daniella De Los Rios, who has won our £50 Amazon voucher prize draw!
See all eight shortlisted ads here.
