Media: Strategy of the Week - Super Noodles targets hungry twentysomethings

The ads run at the times the target audience most want a snack. The success of Batchelors Super Noodles is a strange phenomenon.

Advertising has played a key part in turning a gloopy mess of carbohydrates into something with a personality, albeit a silly one.

Delaney Lund Knox Warren & Partners is continuing this tradition with its first work for the brand since taking the business from Mother last September. It supports the launch of the Super Noodles To Go range of instant snacks, which puts the brand in direct competition with Pot Noodle.

The campaign introduces the new endline "Could they be any superer?" and emphasises the portable quality of Super Noodles To Go, demonstrating how eating them can inadvertently save the day. The 30-second television spot shows a man who is so absorbed in eating his To Go snack that he accidentally thwarts a robbery.

In a change of strategy, the ads target post-student twentysomethings still in the market for quick snacks. Super Noodles were originally aimed at children and housewives but research has revealed an underdeveloped market among young adults. Pot Noodle targets a predominantly male demographic using irreverent and wacky work.

According to Gavin May, a planner on Super Noodles at Naked Communications, studies have identified three key moments when the product becomes most relevant to consumers. People are most likely to eat Super Noodles in the mid-afternoon slump, after work before rushing out for the evening and as a post-pub snack.

The campaign is running on terrestrial and satellite channels until the end of October. The schedule includes X Factor on ITV1 and other early evening "slump-time" shows on Saturdays and Sundays, including Hollyoaks, The Simpsons and Dawson's Creek.

There will be no experiential or outdoor activity, but radio plays a significant role. It was chosen for its ability to reach people during the day in their place of work and again on their way home.

A national campaign on stations such as London's Capital and Birmingham's BRMB aims to reach consumers in cities. The timing of the radio bursts will also be determined by the three key moments, once a position has been established through an expanded airtime presence. ZenithOptimedia handled the media buying.

An online element, created by LittleLoud, supports the above-the-line creative in a further bid to reach office workers, and there will be a burst of in-store promotions and price-led advertising centred on supermarkets.

Batchelors may have chosen a narrow selection of media but, by concentrating its ads on occasions when its target audience will be most receptive to food-related messages, it hopes to gain maximum impact.

Client: Batchelors

Media: Television, online, radio, in-store promotions

Agencies: Delaney Lund Knox Warren & Partners, ZenithOptimedia, Naked

Communications, LittleLoud

Media idea: Focus the media schedule on three key moments in the lives

of twentysomething consumers