Pot Noodle, the iconic instant noodle brand celebrates the launch of their newest through the line marketing campaign in Ireland, aimed at recruiting the next generation of Irish snack lovers. Throughout the campaign Pot Noodle will take over university campuses and supermarkets across the island of Ireland to offer quick, tasty meals to on-the-go consumers and hungry students. The creative comes from Adam & Eve in London with media buying and planning managed by Mindshare in Dublin with OOH and shopper localisation handled by Oliver. OOH, meanwhile, is being managed by Posterplan while PR & influencer is being handled by Edelman with Verve providing the sampling services nationwide.
This activity celebrates the launch of Slurp, Pot Noodle’s latest, unmissable nationwide 360 campaign and the first of its kind in Ireland for the brand, which is live now across Video on demand, Spotify, Meta, TikTok and out-of-home with an aim to spread the Pot Noodle joy and get people across the country Slurping – because when nothing satisfies like Pot Noodle you can’t help but slurp every last drop of flavour. The attention-grabbing OOH takeover is now live across bus supersides, 6-sheets and specials. This includes two bespoke OOH special builds with an eye-catching 3D billboard on Wexford Street and a UCD Sports Campus bus shelter, the first 3D roof build in over ten years with a built-in audio sensory unit helping to share the sound of the slurp with commuters and passers-by. Pot Noodle has also partnered with an array of exciting Gen Z influencers including James Doyle, Taylor-Lee Keating and Ryan Mar to bring Slurp to life for a Gen Z audience.
This activity is supported by a nationwide sampling campaign which will see students at several universities across the island of Ireland surprised with over 35,000 free samples of Pot Noodle. Recent consumer trends reveal a shift towards snacking habits among the youth, with 62% of consumers replacing at least one meal with a snack daily*.
With thirty-five thousand samples up for grabs throughout the campaign, Students in University of Limerick, Munster Technological University will have a chance to get their free Pot Noodle on campus on the 21st and 22nd of February respectively following successful samplings at University College Dublin, Technological University Dublin Grangegorman, Technological University Dublin Aungier Street, National University Ireland Maynooth, Queens University, and Northern Ireland University. In addition to the university sampling campaign, in-store activations including sampling are live until February 25th in select Dunnes Stores and Tescos nationwide.
Aoife McCarthy Senior Brand Manager at Unilever said "We’re thrilled to share that Pot Noodle has launched its newest campaign, Slurp, targeting the next generation of Irish snackers. While Pot Noodle may have been a beloved staple for past generations of Irish college students, we're eager to re-introduce the brand to those beginning their university journey who need a quick, satisfying and flavourful meal. With a diverse range of flavours, unbeatable affordability, and ultimate satisfaction, Pot Noodle is the perfect choice for on-the-go snackers. Nothing satisfies like a Pot Noodle and with research showing 86% of snacking occasions occur at home, we understand the importance of creating convenient, at-home snack options so that busy consumers can spend less time cooking and more time excelling in their work, studies or hobbies."
This campaign further continues the brand’s commitment to meeting the ever-evolving snacking demands of Gen Z consumers in Ireland. Recently, Pot Noodle partnered with GamerFest, Ireland’s leading gaming and e-sports festival to reintroduce the brand as the quick, filling and tasty option for at home snacking occasions.
