Glue London resigns Pot Noodle citing creative differences

Glue London has resigned its flagship Pot Noodle account, citing creative differences, after three years of award-winning campaigns for the Unilever-owned brand.

It is not yet known whether Unilever will hold a pitch for the business or hand it to one of its roster of digital agencies, which includes Dare, AKQA and Zentropy.

Glue London has won a number of awards for Pot Noodle campaigns over the years, including two Cannes gold Lions for the Hysterical Girlfriend viral game and the Noodleweb series of websites. Its latest work for the brand was in support of its "horn" campaign, which drew a number of complaints for its thinly veiled sexual references.

The brand's irreverent and frequently controversial approach has helped glue London build its reputation as a digital agency that stretches the creative boundaries of the medium.

However, the agency feels Unilever's marketing strategy for the next 12 months will not allow glue to continue with that focus on creativity.