A West Side Story-style street fight between healthy foods and
Super Noodles is the subject of Mother's latest national television
campaign for Batchelors Super Noodles.
It is the first work by Mother since Batchelors was bought by Campbell
Grocery Products earlier in the year. It will aim to move the brand on
from simply reflecting its users to representing them.
To this aim Super Noodles is personified as the leader of a gang
including his down-to-earth friends Lager, Fried Eggs, Sausage and
Beans. The greasy spooners are pitted against the wimps: Rocket, Salad,
Brown Rice and Lentils.
One spot sees Super Noodles and Lager chatting up two girls in a
Salad and his friend Brown Rice tell Lager to leave them alone. A sung
war of words ensues which develops into a street fight. The ponces
execute perfect choreography while Super Noodles and his gang fall over
themselves and use their bellies to beat their opponents to the
The campaign introduces the new strapline: "You are what you eat."
The television campaign, directed by Fredrik Bond through Harry Nash,
will be supported by a broader marketing collaboration between Naked,
Deepend, Zenith and The Red Consultancy.
Red has devised a series of stunts and celebrity promotions which will
feature the T-shirts appearing in the ads, with logos from Quail's Eggs
and Rocket to Kebab and Beans. Consumers will be able to win a T-shirt
by visiting the Super Noodles website - launched by Deepend in May - and
diving into a bowl of steaming noodles.
Richard Kingsbury, senior marketing manager at Batchelors, said: "Our
biggest challenge this year has been to move Super Noodles away from the
'real-life-sofa-scene world', which has pervaded previous work, yet keep
the essence of the brand intact."
The campaign was written and art directed by Mother. Media planning and
buying was through Naked and Zenith.